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