LEADER 02535nam 2200481 450 001 9910297448603321 005 20230120002458.0 010 $a0-08-101757-X 035 $a(CKB)3710000000892316 035 $a(CaSebORM)9780081017579 035 $a(MiAaPQ)EBC4697994 035 $a(EXLCZ)993710000000892316 100 $a20161010h20172017 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aSocial media in the marketing context $ea state of the art analysis and future directions /$fCherniece J. Plume, Yogesh K. Dwivedi, Emma L. Slade 205 $a1st edition 210 1$aAmsterdam, Netherlands :$cChandos Publishing,$d2017. 210 4$dİ2017 215 $a1 online resource (184 pages) 225 1 $aChandos Social Media Series 311 $a0-08-101754-5 320 $aIncludes bibliographical references at the end of each chapters and index. 330 $aSocial media has provided endless opportunities for marketers, fuelling their desire to learn more about their consumers through this dynamic online environment. Yet many organisations are finding it difficult to create effective marketing strategies, making decisions that are based on research that is highly focused on the nature and boundaries of social media. The changing behaviour of consumers, variety of platforms and changing culture indicates that much of the research around this topic is still highly fragmented. Social Media in the Marketing Context: A State of the Art Analysis and Future Directions provides a comprehensive overview of the current literature surrounding social media and the marketing discipline, highlighting future development opportunities in both knowledge and practice. includes extensive literature search on social media in the context of the marketing discipline provides key areas for future research and recommendations for practitioners shows the importance for marketers of understanding individual behaviour on social media 410 0$aChandos social media series. 606 $aSocial media 606 $aMarketing 615 0$aSocial media. 615 0$aMarketing. 676 $a302.231 700 $aPlume$b Cherniece J.$0877896 702 $aDwivedi$b Yogesh Kumar 702 $aSlade$b Emma L. 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910297448603321 996 $aSocial media in the marketing context$91960071 997 $aUNINA