Contemporary Issues in Social Media Marketing provides the most cutting-edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. This second edition has been fully updated with new features such as discussion questions, global case studies and examples, and material reflecting the key trends in the field, including:
- The growth in user-generated content.
- The growing influence of AI in content creation, including virtual influencers.
- The development and utilization of social media analytics.
- The use of social media as the primary search engine.
- The relationship between social media and the customer experience of the brand.
Highly regarded for its breadth of topics, range of perspectives and research-based approach, this text is perfect recommended reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Contemporary Issues in Marketing and Strategic Marketing. It will also be valuable reading for academics in the field and reflective practitioners.
Table of Contents:
Preface. 1. Social media marketing: Trends and challenges 2. Aspects of social media engagement for luxury brands: A case study approach 3. Unleashing the potential: How influencers drive digital content marketing 4. Social media usage in the B2B context 5. Promoting Social Marketing on Social Media: Using TikTok as an engaging platform to reduce food waste 6. Optimizing user engagement: The synergy of social media marketing and UI/UX design 7. Consumer journey in a social media world 8. Connecting brands and influencers: The case of the Irish blogger agency 9. Mapping B2B customer journey through social media marketing 10. Exploring the impact of para-social interaction: The consumer journey in a social media world with a focus on virtual influencers 11. Transitioning from CRM to Social CRM in the healthcare industry 12. Consumer persuasion by chatbots: An integrative model of social influence 13. The impact of generational differences on target audience identification in social media marketing 14. Social media's role in customer experience creation: User-generated content quality vs. firm-generated content quality 15. Augmenting the analyst: Artificial Intelligence in the age of social media big data 16. Leveraging the role of social media platform data in enhancing the effect of cause-related marketing 17. social media renaissance with audio content: bolstering a personalized approach 18. Influencer marketing and customer engagement through social media: A promising avenue in a new normal 19. Perceived source credibility of social media influencers and consumer attitudes towards the brand: An exploratory study of differences between India and the United States
About the Author :
Subir Bandyopadhyay is a Marketing Professor at Indiana University Northwest, USA. He is a Senior Fulbright Fellow.
Bikramjit Rishi is Professor in Marketing at the School of Management and Entrepreneurship (SME), Shiv Nadar Institution of Eminence (SNIoE), Delhi National Capital Region (NCR), India.
Review :
"I am delighted to review the second edition of this book, Contemporary Research in Social Media Marketing. Social media marketing is evolving rapidly, with influencers driving content and shaping consumer journeys. The book's first edition greatly contributed to social media literature. This second edition covers various exciting topics, such as TikTok changing norms and B2B companies leveraging social media for customer engagement, and it contains many case studies, making it ideal as a textbook."
– Ranjan Kini, Professor of Management Information Systems, Indiana University Northwest
"Contemporary Issues in Social Media Marketing discusses digital marketing across different online approaches and tools. The book uncovers important digital marketing strategies and presents new avenues for research in modern marketing. The book contains many cases, making it ideal for students and business executives.
– Yllka Azemi, Associate Professor of Marketing, Indiana University Northwest
