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The impact of social media in marketing. Part 2 / guest editors: Anita Whiting, David L. Williams and Joe Hair.
- Format:
- Book
- Author/Creator:
- Hair, Joe
- Series:
- Qualitative Market Research: an International Journal series ; Volume 22, Number 2
- Language:
- English
- Subjects (All):
- Social media--Economic aspects.
- Social media.
- Physical Description:
- 1 online resource (141 pages).
- Edition:
- 1st ed.
- Place of Publication:
- [Place of publication not identified] : Emerald Publishing, [2019]
- Summary:
- In this ebook we are pleased to introduce some interesting and ground-breaking research on the topics of social media, branding, brand engagement, and the phenomenon of co-creation. In keeping with the broad-based philosophy of QMR, the articles in this ebook are similarly diverse, covering a range of substantive areas and qualitative methodologies. The articles create awareness and stimulate thinking about the wide-ranging impact and influence of social media, including social network sites (SNSs), on marketing in general, and brand strategies in particular.
- Contents:
- Cover
- EDITORIAL ADVISORY AND REVIEW BOARD
- Guest editorial
- Tackling social media data analysis
- The value of social networking sites in hotels
- Praise or revenge: why do consumers post about organizations on social media
- Unlocking value through an extended social media analytics framework
- Challenges to masculinity in a feminized digital space
- Exploring social media addiction among student Millennials
- Firm-level perspectives on social media engagement: an exploratory study.
- Notes:
- Description based on print version record.
- ISBN:
- 1-83867-288-5
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