Social Media Marketing Management

How to Penetrate Emerging Markets and Expand Your Customer Base
1. Auflage 2024
ISBN: 978-1-032-30963-7
Verlag: Productivity Press

Buch, Englisch, 252 Seiten, Format (B × H): 178 mm x 254 mm, Gewicht: 485 g

This book responds to calls for a systematic approach in understanding the transformations in the social media marketing landscape. To narrow the focus, the book takes a developing economy perspective and presents a comprehensive understanding of social media practices and how these can be integrated in firms’ operational activities to create a competitive advantage.

In emerging markets and developing economies (EMDEs), social media provides a technological solution to the economic challenges faced by governments, firms, and people at the bottom of the economic pyramid. Social media is often considered to be fundamentally changing the business paradigm and is increasingly integrated into the marketing function, and EMDEs seem to be quickly finding out that it offers them a relatively low-cost opportunity to potentially leapfrog the competition in developed markets.

By using social technology to reach users in different market segments in ways that were impossible before, social sites such as Facebook and X (formerly Twitter) create tremendous new growth opportunities for businesses. As businesses embrace social media solutions however, some challenges emerge in the adoption, utilisation, integration, and implementation of social media systems and tools in EMDEs— hence the need to provide pathways to better integrate social media into the marketing activities of emerging market institutions.

This book provides practical guidance on the use of social media in marketing management. It provides contemporary perspectives on social media marketing, and while it is aimed primarily at practitioners, it could also serve as teaching text for undergraduate and postgraduate teaching programmes.

Zielgruppe

Professional

Autoren/Hrsg.

Hinson, Robert E.

Mhlanga, David

Osei-Frimpong, Kofi

Doe, Joshua

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmenskommunikation
• Wirtschaftswissenschaften Betriebswirtschaft Management Unternehmensführung
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Medien-, Informations und Kommunikationswirtschaft
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Management: Führung & Motivation
• Wirtschaftswissenschaften Betriebswirtschaft Management Qualitätsmanagement, Qualitätssicherung (QS), Total Quality Management (TQM)

Inhaltsverzeichnis

Preface
Chapter 1 – The Digital Age and Advent of Social Media
• Introduction
• The Digital Landscape
• The Internet of Things (IoT)
• The Advent of Social Media
• Myths Surrounding Social Media Revolution
• The Role of Social Media in Business Operations
• Social Media Value Chain
• Perspective and Organization of this Text
• Conclusions

Chapter 2- Social Media and Marketing Management
• Introduction
• Review of the Social Media Space
• Channels of Social Media
• The Value of Social Media to Marketing
• Defining Social Media Marketing
• Core Marketing Concepts and Social Media
• Marketing Objectives of Firms Incorporating Social Media in their Marketing Mix
• Social Media Value Chain and Marketing Management
• Firm Orientation toward Social Media
• Social Media Marketing Management Tasks
• Conclusions

Chapter 3 - Strategic Marketing Planning and Social Media
• Introduction
• Marketing and Customer Value
• The Nature of Social Media Marketing
• Determining the Social Media Presence of the Firm
• Defining the Firm’s Social Media Objectives
• Determining the Fit between Social Media Marketing Planning and the Overall Firm’s Planning Framework
• The Social Media Strategic Marketing Planning Process
• Organizational Structure and Support for Social Media Marketing
• Key Components of an Organizational Social Media Policy
• Conclusions

Chapter 4 – Social Media Research and Consumer Insights
• The Marketing Information System
• Internal Sources
• External Sources
• Social Media Marketing Intelligence
• Analyzing the Marketing Environment
• Importance of Research to Social Media Marketers
• The Social Media Research Process
• Types of Data Used in Social Media Research
• Qualitative Methods in Social Media Research
• Applying Quantitative Methods to Social Media Research
• Research Challenges on Social Media
• Conclusions

Chapter 5 – Understanding Social Consumers
• Introduction
• Understanding Online Consumer Behavior
• The Social Consumer Decision-Making Process
• The Role of Digital Culture in Social Media Consumer Behavior
• Key Psychological Processes of the Social Consumer
• The Social Consumer Learning Process
• Segmenting the Consumer in a Social Media Context
• Understanding the Process of Social Media Consumer Targeting
• The Importance of Social Media Consumer Targeting
• Best Practices for Targeting Social Media Branded Posts
• Conclusions

Chapter 6 – Analyzing the Social Communication Process
• Introduction
• The Basic Model of Communication
• Social Media Marketing Communication and Meaning
• Identifying the Target Social Media Audience
• The Social Consumer Decision Journey
• Cognitive Processing of Social Media Communications
• Analyzing the Social Presence in the Communication Process
• Conclusions

Chapter 7 – Social Networking Sites and Platforms
• Introduction
• Types of Social Media Platforms
• Integrating the Various Social Media Platforms in Customer Interactions
• Social Media Platforms and How they have Evolved in Developing Countries
• Benefits of Marketing with Social Networks
• B2C Marketers and Social Networks
• B2B Marketing and Social Networks
• Understanding how Social Networking Sites are Used in Marketing and Consumer Engagement
• Social Media Platforms and Integrated Marketing Communications
• Best Practices for Marketing with Social Media Platforms
• Conclusions

Chapter 8 – Brand Engagement on Social Media
• Introduction
• Brand Engagement Practices
• Social Media Brand Engagement
• Engagement Entry Strategy: Passive vs Active
• Principles for Success in Social Media Engagement
• Effective Social Media Interaction
• Strategic Tools for Managing Social Media Brand Engagement
• Conclusions

Chapter 9 – Content Creation and Sharing
• Introduction
• Understanding Content Creation and Sharing Techniques
• Blogging, Podcast, Webinar, and the Concept of Video Streaming
• Messaging and Photo Sharing Sites
• Marketing Benefits of this Type of Content
• Successful Tips for Using the Respective Types of Content
• Creative Approaches to Content Creation
• Managing Contents and Sharing
• Marketing with Podcasts, Blogs, Webinars, and Video Streaming
• Content Sharing Capabilities of the Social Networking Sites
• Using Blogs for Personal Branding
• Conclusions

Chapter 10 – Content Marketing on Social Media
• Introduction
• Understanding Content Marketing
• Channels of Social Publishing
• Nature of Social Content Published
• Characteristics of Perceived Content Quality and Value
• The Role of Social Publishing in Social Media Marketing
• Role of Discussion Boards, Social News and Social Bookmarking Sites in Content Promotion
• Publishing and Distributing Articles
• Integrating the Various Social Networking Sites for Content Marketing Effectiveness
• Conclusions

Chapter 11 – Social Commerce
• Introduction
• The Evolution of Social Commerce
• Difference Between Social Commerce and E-Commerce
• Tools for Effective Social Commerce Site Creation
• Managing the Marketing Mix in Social Commerce
• Creating Effective Interactions with Social Consumers
• Role of Ratings and Reviews in Providing Value to Customers and E-Retailers
• Factors Influencing Social Shopping
• Channels of Social Commerce
• Addressing Social Security and Privacy Issues
• Conclusions

Chapter 12 – Mobile Marketing on Social Networking Sites
• Introduction
• Growth of Mobile Connectivity and Device Use in Developing Economies
• Challenges of Mobile Connectivity and Devise Use in Developing Economies
• The Mobile Connectivity and Social Media
• Mobilizing Your Brands
• Designing Mobile Apps for Mobile Shopping
• Buy Buttons and Location Identification on Social Networking Sites
• Marketing Strategies: Mobile First, Audience First, and Omnichannel
• Augmented Reality Marketing
• Satisfying Customer Experience on Mobile Devices
• Conclusions

Chapter 13 – Social and Ethical Aspects of Social Media Marketing
• Introduction
• Overview of Social and Ethical Concerns of Social Media Marketing
• Criticisms of Social and Ethical Issues of Social Media Marketing
• Social and Cultural Consequences
• Social Effects of Social Media Marketing
• Conclusions

Chapter 14 – Understanding Social Media Metrics
• Introduction
• Nature and Importance of Social Media Monitoring
• Tracking Social Media Activities
• Designing Metric Framework for Social Media Marketing
• Choosing the Right Social Media Metrics: both Quantitative and Qualitative
• Measuring the Return on Investment
• Defining Key Performance Indicators
• Using Data Analytics in Determining Social Media Marketing Effectiveness
• Conclusions

Chapter 15 – Tools for Managing Social Media Marketing Efforts
• Introduction
• Understanding and Identifying Types of Social Media Marketing Tools
• Choosing Social Media Marketing Tools for Specific Marketing Activities
• Tools to Develop and Monitor Your Brands
• Single Platform Tools
• Multiple Platform Tools
• Managing the Social Media Marketing Efforts Internally or Externally
• Best Practices for Productivity and Successful Engagement Efforts
• Conclusions

Über Autor(innen)

Kofi Osei-Frimpong is a Senior Lecturer in Marketing at the University of Professional Studies, Accra, Ghana. He received his PhD from the University of Strathclyde, Glasgow, UK. Kofi is also a Research Fellow at the Vlerick Business School, Belgium. His research interest includes value co-creation in healthcare service delivery, customer engagement practices, social media use, online live chat and artificial intelligence. He is published in high impact journals such as Journal of Business Research, Information Technology & People, Computers in Human Behavior, Technological Forecasting & Social Change, International Journal of Contemporary Hospitality Management, International Journal of Retail & Distribution Management, Journal of Marketing Theory and Practice, Journal of Service Theory and Practice, Journal of Nonprofit and Public Sector Marketing, and also presented papers at international service research conferences.

Robert Ebo Hinson is a Deputy Vice Chancellor at the University of Kigali. He is also an Extraordinary Professor at the Northwest University Business School and Visiting Professor of Marketing at the Lincoln International Business School. He is also a Professor of Marketing at the University of Ghana and has twenty-three monographs and edited volumes to his name. He was ranked in 2021, the leading marketing scholar in Africa (https://www.adscientificindex.com/scientist.php?id=89518).

Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School (LBS), Pan-Atlantic University, Nigeria. She commenced her career over two decades ago with Citibank Nigeria, before moving to academia. She holds a doctorate in Business Administration (DBA) from Alliance Manchester Business School, UK (Alliance MBS). She is a 2016 Visiting International Fellow, Open University Business School, UK; a 2017 Paul R. Lawrence Fellow, Chicago; guest lecturer at the University of Ghana Business School; and Associate Dean, University of the People, USA. She is Nigeria’s Country Coordinator of Savings Groups for Africa (SG4Africa); co-investigator of a Research England-funded project documenting women’s entrepreneurial tourism efforts in Sub-Saharan Africa; and founder of Empowering African Women, funded through the 2017 Ignition Award of MBS. She was a 2018/2019 Nigerian project team member of IT for Change (India); and an Alpha team member of the Centre for Global Enterprise (CGE), engaged as virtual consultants for the London Taxi Company, UK in 2015 and Texas Capital Bank, USA, in 2018. She has published academic books in Marketing and also academic papers in top scholarly journals with her co-authored academic publications winning Best Paper Awards at international conferences in the consecutive years of 2016, 2017, 2018 and 2019. She is a Fellow of the Institute of Strategic Management, Nigeria and the National Institute of Marketing of Nigeria. Adeola, the Academic Director of LBS Sales & Marketing Academy.

Henry Boateng holds a PhD in Knowledge Management from the University of Technology, Sydney, Australia. His research experience covers branding, customer knowledge management, electronic business and commerce and internet application in marketing. Henry has published several articles in reputable journals such as International Journal of Contemporary Hospitality Management, Computers in Human Behaviour, International Journal of Public Administration and Journal of Research in Interactive Marketing. Henry is also an ad hoc reviewer for several reputable journals.

John Paul Basewe Kosiba is a lecturer in the Marketing Department at the University of Professional Studies, Accra (UPSA). His research focuses on branding, consumer behaviour, internet communication, and business ethics in sub-Saharan Africa. In the field of academia, he has taught Marketing, Management and Research-based courses. He is published in high impact journals such as Journal of Business Research, International Journal of Contemporary Hospitality Management, Journal of Retailing and Consumer Services, International Journal of Retail & Distribution Management, Qualitative Market Research: An International Journal, European Business Review, The Service Industries Journal, Journal of Product & Brand Management among others.