Computer- mediated marketing strategies : social media and online brand communication
Gordon Bowen & Wilson Ozuem
- USA Business Science Reference c2015
- xx, 406 H.B
Foreword.............................................................................................................................................. xiv Preface................................................................................................................................................... xv Section 1 Context: Mediated Marketing Theory and Social Media Chapter 1 Social Media and Online Brand Communities........................................................................................ 1 Madina Ansarin, University of Gloucestershire, UK Wilson Ozuem, University of Gloucestershire, UK Chapter 2 Digital Governance and Social Media Engagement.............................................................................. 28 Tobias Endress, University of Gloucestershire, UK Chapter 3 Brand Trust in Offline and Online Environments: Lessons for Social Media....................................... 58 Gordon Bowen, Regent’s University London, UK Richard Bowen, Facebook Inc., UK Chapter 4 Consumer Attitudes toward Online Video Game Purchases................................................................. 83 Wilson Ozuem, University of Gloucester, UK Michael Borrelli, London Metropolitan University, UK Section 2 Social Landscape and Marketing Development Chapter 5 Social Media and SMEs in Transition Countries................................................................................. 114 Yllka Azemi, College of International Management Globus, Kosovo Wilson Ozuem, University of Gloucestershire, UK Chapter 6 What Social Media Marketing Content Is Best to Engage Consumers? A Content Analysis of Facebook Brand Pages......................................................................................................................... 134 Chedia Dhaoui, Insight Social Networks, Australia Chapter 7 Interactivity: The Concept and Its Dimensions................................................................................... 157 Wang Hui, University of Sunderland, UK Vipin Nadda, University of Sunderland, UK Chapter 8 Stakeholder Interaction for Sustainability: The Impact of Social Media on Nigeria’s Oil and Gas Industry................................................................................................................................................ 185 Uzoechi Nwagbara, Greenwich School of Management London, UK Section 3 Converging Practices: Compelling Brand Positioning and Social Media Affordances Chapter 9 Social Media and Customer Retention: Implications for the Luxury Beauty Industry....................... 200 Ellen Stokinger, London Metropolitan University, UK Wilson Ozuem, University of Gloucestershire, UK Chapter 10 Defining the Role of Social Media as a Contemporary Local Area Marketing Technique in Franchising........................................................................................................................................... 223 Geoffrey Webster, University of Southern Queensland, Australia Margee Hume, University of Southern Queensland, Australia Chapter 11 Social Media and Its Implications for Marketing Communications.................................................... 252 Irina Yankova, London Metropolitan University, UK Wilson Ozuem, University of Gloucestershire, UK Chapter 12 Facets and Dimensions of Online Social Gambling: Refining Tools for Marketing Communications.................................................................................................................................. 271 Jason Prasad, University of Wales, UK Wilson Ozuem, University of Gloucestershire, UK Chapter 13 Mobile Phone Purchases and the Consumer Decision-Making Process: The Role of Facebook Online Advertising............................................................................................................................... 303 Jialin Hardwick, University of Lincoln, UK Lauriane Delarue, Independent Researcher, UK Barry Ardley, University of Lincoln, UK Nick Taylor, University of Lincoln, UK Compilation of References................................................................................................................ 334 About the Contributors..................................................................................................................... 399 Index.................................................................................................................................................... 404