Social Media Marketing Management : How to Penetrate Emerging Markets and Expand Your Customer Base / Robert E. Hinson [and three others].

Format:

Book

Author/Creator:

Hinson, Robert E., author.

Language:

English

Subjects (All):

Social media.

Physical Description:

1 online resource (213 pages)

Edition:

First edition.

Place of Publication:

Abingdon, England : Routledge, [2024]

Summary:

This book seeks to provide practical guidance on the use of social media in the firm's operations. While it provides practical perspectives by addressing contemporary issues in relation to social media marketing practices, this book will also serve as a relevant teaching text in social media marketing.

Contents:

Cover

Half Title

Title Page

Copyright Page

Table of Contents

Foreword

Chapter 1 Social Media Marketing in Africa and Other Emerging Economies

Author Biographies

Chapter Outline

Chapter Outcome

Introduction

Unique Characteristics of Social Media Marketing in EMDEs

Africa's Social Media Landscape

What is Social Media Marketing?

Social Media Influencer Marketing

Successful Social Media Marketing Campaigns from the Global North

AI and Social Media Marketing

Case Study 1

Successful Social Media Marketing Campaigns from Africa

Structure of the Book

Review Questions

References

Chapter 2 Social Media Marketing Strategy

Strategic Planning and Social Media Marketing

Why Should We Take the Time to Plan?

The Phases of Social Media Marketing Maturity

Critical Reflection

Social Media Campaigns: The Strategic Planning Process

Identify Social Media Marketing Objectives and Set Budgets

Profile the Target Audience of Social Consumers

Managing Social Media Marketing in the Organisation

The Social Media Policy

An Organisational Structure to Support Social Media

Social Media Management Systems

Chapter Summary

What Are the Steps in Social Media Marketing Strategic Planning?

Exercises

Chapter 3 Social Commerce

Social Commerce

Social Shopping

Social Commerce and the Shopping Process

Social Commerce Strategies

Social Promotions and Partnerships

Social Commerce Fraud

The Social Commerce Zone

Types of Social Commerce Zones

Social Proof

Chapter 4 Mobile Ecosystems and Apps in Social Media Marketing

Definition of Terms.

Wireless and Mobile Devices

Characteristics of Mobile and Wireless Devices

Benefits of Mobile Devices

Disadvantages of Mobile Devices

Mobile Financial Services

Mobile Payment Applications

Characteristics of Mobile Payment Methods

Types of Mobile Payment Applications

Mobile Apps and Social Media

Mobile App Platforms

Anthropology's (ANT) Approach to Social Media

Activities

Assignment

Chapter 5 Social Networking Sites: A Focus on Mobile Marketing Strategies

Growth of Mobile Connectivity and Device Use in Developing Economies

Mobile Connectivity and Social Media

Social Media

Anthropology (ANT) Approach to Social Media

Mobilising Your Brands

Mobile Brand Engagement

Designing a Mobile Brand Engagement Campaign

Designing Mobile Apps for Mobile Shopping

Buy Buttons and Location Identification on Social Networking Sites

Marketing Strategies: Mobile First, Audience First, and Omnichannel

Satisfying Customer Experience on Mobile Devices

Conclusions

Chapter 6 Foundations of Mobile Commerce: A Gateway to Engaging in Emerging Markets

Introduction to Mobile Commerce

Mobile Commerce and Mobile Business

Features and Benefits of Mobile Commerce

M-commerce Services

Factors that Influence M-Commerce Adoption

M-commerce Adopters and Adoption Factors

M-commerce Adopters as Technology Users

M-Commerce Adopters as Network Users

M-commerce Adopters as Consumers

Global Trends in M-commerce

The Promise of Mobiles

New Payment Options

References.

Chapter 7 Ethical, Social, and Legal Issues in M-Commerce

Ethics and Ethical Issues in M-commerce

Social Issues in M-Commerce

Legal Issues in M-Commerce

Mobile Commerce Transaction

Components of a Mobile Commerce Contract

M-Commerce Guidelines for Security Issues

Emerging Trends in Mobile and M-Commerce Crime

Mobile Crime

Case Studies on M-Commerce Crime

Chapter 8 Sociocultural and Ethical Aspects of Social Media Marketing

Sociocultural Issues in Social Media Marketing

Ethical Issues in Social Media Marketing

Conclusion

Chapter 9 Social Media Marketing Management: How to Penetrate Emerging Markets and Expand Your Customer Base

Social Media Marketing and Emerging Markets

The Manufacturing Sector and Social Media Marketing

Agribusiness and Social Media Marketing

Real Estate and Social Media Marketing

The Information and Communication Technology (ICT) Sector And Social Media Marketing

Oil and Gas and Social Media Marketing

Putting It All Together

Index.

Notes:

Description based on publisher supplied metadata and other sources.

Description based on print version record.

Includes bibliographical references and index.

Other Format:

Print version: Hinson, Robert E. Social Media Marketing Management

ISBN:

9781040096093

9781003307457

OCLC:

1443939214