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00000cam a2200000 i 4500 |
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ocn962153804 |
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OCoLC |
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20241006213017.0 |
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m o d |
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161112s2016 cau o 000 0 eng d |
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|a EBLCP
|b eng
|e pn
|c EBLCP
|d OCLCQ
|d IDB
|d OCLCF
|d OCLCO
|d OCLCQ
|d MERUC
|d OCLCO
|d UUM
|d OCLCQ
|d LVT
|d OCLCQ
|d OCLCO
|d K6U
|d OCLCQ
|d OCLCO
|d OCLCL
|d SXB
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|a 9780081017579
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|a 008101757X
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|a (OCoLC)962153804
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|a HM742.P586 2017
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| 049 |
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|a HCDD
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|a Plume, Cherniece J.
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|a Social Media in the Marketing Context :
|b a State of the Art Analysis and Future Directions.
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| 260 |
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|a San Diego :
|b Elsevier Science,
|c 2016.
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| 300 |
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|a 1 online resource (184 pages)
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| 336 |
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|a text
|b txt
|2 rdacontent
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|a computer
|b c
|2 rdamedia
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|a online resource
|b cr
|2 rdacarrier
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|a Print version record.
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|a Front Cover; Social Media in the Marketing Context; Copyright Page; Dedications; Contents; Authors' Biography; Foreword by Professor Ben Lowe; Foreword by Professor Ben Light; Preface; Acronyms; 1 Introduction; References; 2 The New Marketing Environment; 2.1 Stirring Up the Marketing Mix; 2.2 Defining Social Media; 2.3 Frameworks, Metrics, and Measurement of Social Media; 2.4 Structure and Networks; 2.5 Relationships; 2.6 Co-creation; 2.7 Power and eWOM; 2.8 Social Commerce; 2.9 Multiple Platforms; 2.10 Discussion and Concluding Points; References; 3 Online Brand Communities.
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|a 3.1 The Importance of OBCs3.2 Traditional Versus OBCs; 3.3 Engagement and Interaction; 3.4 Heterogeneity, Delocalization, and Individualized Consumers in OBCs; 3.5 Consumption Values; 3.6 Consumer Characteristics; 3.7 Motivation; 3.8 Discussion and Concluding Points; References; 4 Culture; 4.1 The Importance of Culture; 4.2 Postmodernism; 4.3 Consumer Culture Theory; 4.4 Tribalism; 4.5 Discussion and Concluding Points; References; 5 Self-Construals; 5.1 Understanding Self-Construals; 5.1.1 Independent Characteristics; 5.1.2 Interdependent Characteristics.
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|a 5.2 Differences Between the Self-Construals5.2.1 Need for Uniqueness; 5.2.2 Communities and the "Self"; 5.2.3 Hedonic and Utilitarian Motivations; 5.3 Self-Construals in the New Marketing Environment; 5.4 Discussion and Concluding Points; References; 6 Synthesis and Discussion of Research; 6.1 Current Research; 6.2 Developing Research; 6.3 Methods and Samples; 6.4 Gaps and Areas for Future Research; References; 7 Conclusion; Index; Back Cover.
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| 650 |
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|a Social media.
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| 650 |
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|a Marketing.
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| 650 |
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7 |
|a social media.
|2 aat
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| 650 |
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|a marketing.
|2 aat
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| 650 |
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|a Marketing
|2 fast
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| 650 |
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|a Social media
|2 fast
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| 700 |
1 |
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|a Dwivedi, Yogesh K.
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| 700 |
1 |
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|a Slade, Emma L.
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| 758 |
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|i has work:
|a Social media in the marketing context (Text)
|1 https://id.oclc.org/worldcat/entity/E39PCFFDK6J4B9DWDjcCYQfykC
|4 https://id.oclc.org/worldcat/ontology/hasWork
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| 776 |
0 |
8 |
|i Print version:
|a Plume, Cherniece J.
|t Social Media in the Marketing Context : A State of the Art Analysis and Future Directions.
|d San Diego : Elsevier Science, ©2016
|z 9780081017548
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| 856 |
4 |
0 |
|u https://ebookcentral.proquest.com/lib/holycrosscollege-ebooks/detail.action?docID=4697994
|y Click for online access
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| 903 |
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|a EBC-AC
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| 994 |
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|a 92
|b HCD
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