Social Media in the Marketing Context: A State of the Art Analysis and Future Directions

by Cherniece J Plume, Emma L Slade, Yogesh K. Dwivedi, et al.

Book Overview

Social media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates...

• Format: Paperback
• Language: English
• ISBN: 0081017545
• ISBN13: 9780081017548
• Release Date: October 2016
• Publisher: Chandos Publishing
• Length: 182 Pages
• Weight: 0.61 lbs.
• Dimensions: 0.4" x 6.0" x 9.0"