The impact of social media in marketing. Part 1 / guest editors, Anita Whiting, David Williams and Joe F. Hair.

Format:

Book

Contributor:

Whiting, Anita, editor.

Williams, David, editor.

Hair, Joe F., editor.

Series:

Qualitative Management Research, 1352-2752 ; Volume 22, Number 1

Language:

English

Subjects (All):

Social media--Marketing--Periodicals.

Social media.

Physical Description:

1 online resource (89 pages).

Edition:

1st ed.

Place of Publication:

[Place of publication not identified] : Emerald Publishing Limited, 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

Social media and brands

Lies, brands and social media

Consumer engagement on social media: insights from a virtual brand community

Luxury and Twitter: an issue of the right words

The strategic co-creation of content and student experiences in social media

Understanding digital moms: motivations to interact with brands on social networking sites.

Notes:

Description based on print version record.

ISBN:

1-78973-890-3