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

----- 营销语境中的社会媒体：一种艺术分析与未来发展的方向

ISBN: 9780081017548 出版年：2016 页码：184 Plume, Cherniece J Dwivedi, Yogesh K Slade, Emma L Chandos Publishing_RM

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 that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice.includes extensive literature search on social media in the context of the marketing disciplineprovides key areas for future research and recommendations for practitionersshows the importance for marketers of understanding individual behaviour on social media