MARC details
| 000 -LEADER |
|---|
| fixed length control field |
10000nam a22002417a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20250114150140.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
250114b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781032309637 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.872 |
| Item number |
HIN |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Hinson, Robert E |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Social media marketing management: |
| Remainder of title |
how to penetrate emerging markets and expand your customer base |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Name of publisher, distributor, etc. |
Routledge |
| Place of publication, distribution, etc. |
New York |
| Date of publication, distribution, etc. |
2025 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xiv, 238 p. |
| 365 ## - TRADE PRICE |
|---|
| Price type code |
GBP |
| Price amount |
44.99 |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Table of content:<br/>Chapter One. 8<br/><br/>Social Media Marketing in Africa and Other Emerging Economies. 8<br/><br/>Chapter Outline. 8<br/><br/>Chapter Outcome. 8<br/><br/>Introduction. 8<br/><br/>Africa’s Social Media Landscape. 10<br/><br/>What is Social Media Marketing?. 13<br/><br/>Successful Social Media Marketing Campaigns from the Global North. 19<br/><br/>AI and Service Marketing Delivery. 21<br/><br/>AI and Social Media Marketing. 24<br/><br/>Successful Social Media Marketing Campaigns from Africa. 26<br/><br/>Structure of the Book. 27<br/><br/>References. 28<br/><br/>Chapter Two. 30<br/><br/>Social Media Marketing Strategy. 30<br/><br/>Chapter Outline. 30<br/><br/>Chapter Outcome. 30<br/><br/>Introduction. 30<br/><br/>Strategic Planning and Social Media Marketing. 31<br/><br/>Why should we take the time to plan?. 34<br/><br/>The Phases of Social Media Marketing Maturity. 35<br/><br/>Social Media Campaigns: The Strategic Planning Process. 40<br/><br/>Identify Social Media Marketing Objectives and Set Budgets. 44<br/><br/>Profile the Target Audience of Social Consumers. 46<br/><br/>Create an Experience Strategy. 48<br/><br/>Managing Social Media Marketing in the Organization. 55<br/><br/>The social media Policy. 55<br/><br/>An Organizational Structure to Support social media. 59<br/><br/>Social Media Management Systems. 61<br/><br/>A Framework for Strategic Social Media Marketing. 61<br/><br/>The framework for social media marketing depicted in Figure 5 describes an organization’s use of social media marketing along four dimensions: 1) scope, 2) culture, 3) structure, and 4) governance. 61<br/><br/>Chapter Summary. 63<br/><br/>What are the steps in social media marketing strategic planning?. 63<br/><br/>How can organizations structure themselves to support social media marketing?. 64<br/><br/>Exercises. 64<br/><br/>Review Questions. 64<br/><br/>References. 65<br/><br/>Chapter Three. 67<br/><br/>Social Commerce. 67<br/><br/>Chapter outline. 67<br/><br/>Chapter Outcome. 67<br/><br/>Introduction. 67<br/><br/>Social Commerce. 68<br/><br/>Social shopping. 69<br/><br/>Social Commerce and the Shopping Process. 69<br/><br/>Social Commerce Strategies. 74<br/><br/>Social Promotions and Partnerships. 74<br/><br/>Social Commerce Fraud. 75<br/><br/>The Social Commerce Zone. 76<br/><br/>Types of The Social Commerce Zones. 76<br/><br/>Benefits of Social Commerce. 82<br/><br/>The influence of social media and customer ratings on social shopping. 83<br/><br/>What influences the credibility and authenticity of the reviews and ratings shoppers view?. 83<br/><br/>Best Practices for Leveraging Social Reviews and Ratings. 85<br/><br/>Why Don’t All E-Retailers Offer Reviews and Ratings on Their Sites?. 86<br/><br/>Chapter Summary. 87<br/><br/>Review Questions. 87<br/><br/>References. 88<br/><br/>Chapter Four 89<br/><br/>Mobile Ecosystems and Apps in Social Media Marketing. 89<br/><br/>Chapter outline. 89<br/><br/>Chapter Outcome. 89<br/><br/>Introduction. 89<br/><br/>Definition of Terms. 90<br/><br/>Standards and Protocols. 90<br/><br/>Bandwidth. 90<br/><br/>Types of Mobile Network Technologies. 91<br/><br/>Bluetooth. 92<br/><br/>WAP. 92<br/><br/>GPS. 92<br/><br/>WiFi (Wireless Fidelity) 93<br/><br/>GSM... 93<br/><br/>WiMax. 93<br/><br/>GPRS. 94<br/><br/>EDGE.. 94<br/><br/>HSDPA.. 94<br/><br/>Generations of Mobile Network Technologies. 94<br/><br/>First generation (1G) 95<br/><br/>Second generation (2G) 95<br/><br/>Third generation (3G) 95<br/><br/>Fourth generation (4G) 96<br/><br/>Wireless and Mobile Devices. 97<br/><br/>Characteristics of Mobile/Wireless Devices. 97<br/><br/>Benefits of Mobile Devices. 98<br/><br/>Disadvantages of Mobile devices. 98<br/><br/>Mobile Financial Services. 98<br/><br/>Mobile Payment Applications. 99<br/><br/>Characteristics of Mobile Payment Methods. 99<br/><br/>Types of Mobile Payment Applications. 99<br/><br/>Mobile Apps and social media. 100<br/><br/>Mobile App Platforms. 100<br/><br/>Anthropology (ANT) Approach to social media. 101<br/><br/>Activities. 101<br/><br/>Assignment 103<br/><br/>Case Studies on Mobile Platforms and Applications. 103<br/><br/>Seizing the Opportunity. 105<br/><br/>Reference. 105<br/><br/>CHAPTER FIVE.. 108<br/><br/>Social Networking Sites: A Focus on Mobile Marketing Strategies. 108<br/><br/>Chapter outline. 108<br/><br/>Chapter outcome. 108<br/><br/>Introduction. 108<br/><br/>Growth of Mobile Connectivity and Device Use in Developing Economies. 109<br/><br/>The Mobile Connectivity and social media. 110<br/><br/>Mobile App Platforms. 110<br/><br/>Social Media. 111<br/><br/>Anthropology (ANT) Approach to social media. 112<br/><br/>Mobilizing Your Brands. 112<br/><br/>Mobile Brand Engagement 113<br/><br/>Designing a Mobile Brand Engagement Campaign. 113<br/><br/>Designing Mobile Apps for Mobile Shopping. 114<br/><br/>Mobile Payment Applications. 114<br/><br/>Characteristics of Mobile Payment Methods. 114<br/><br/>Types of Mobile Payment Applications. 114<br/><br/>Buy Buttons and Location Identification on Social Networking Sites. 115<br/><br/>Marketing Strategies: Mobile First, Audience First, and Omnichannel 116<br/><br/>Satisfying Customer Experience on Mobile Devices. 117<br/><br/>Conclusions. 117<br/><br/>References. 119<br/><br/>Chapter Six. 121<br/><br/>Foundations of Mobile Commerce: A Gateway to Engagement in Emerging Markets. 121<br/><br/>Chapter Outline. 121<br/><br/>Chapter Outcome. 121<br/><br/>Mobile Commerce and Mobile Business. 122<br/><br/>Features and benefits of mobile commerce. 123<br/><br/>M-commerce services. 125<br/><br/>Factors that Influence M-commerce Adoption. 127<br/><br/>M-commerce Adopters and Adoption Factors. 127<br/><br/>M-commerce Adopters as Technology Users. 127<br/><br/>M-commerce Adopters as Network Users. 128<br/><br/>M-commerce Adopters as Consumers. 128<br/><br/>Global Trends in M-commerce. 130<br/><br/>The Promise of Mobiles. 130<br/><br/>New Payment Options. 132<br/><br/>Review Questions. 133<br/><br/>References. 133<br/><br/>Chapter Seven. 136<br/><br/>Ethical, Social and Legal Issues in M-commerce. 136<br/><br/>Chapter Outline. 136<br/><br/>Chapter Outcome. 136<br/><br/>Ethics and Ethical issues in M-commerce. 136<br/><br/>Information Rights. 137<br/><br/>Confidentiality and Privacy. 137<br/><br/>System Quality. 137<br/><br/>Social Issues in M-commerce. 138<br/><br/>Upsurge of Cybercrimes. 138<br/><br/>Unintended Costs from Virus/malware. 138<br/><br/>Identity Theft 139<br/><br/>Legal Issues in M-commerce. 139<br/><br/>Mobile commerce Transaction. 140<br/><br/>Components of mobile commerce contract 141<br/><br/>M-commerce Guidelines for Security Issues. 141<br/><br/>Emerging Trends in Mobile and M-commerce Crime. 142<br/><br/>Mobile Crime. 143<br/><br/>Activities. 143<br/><br/>Review Questions. 144<br/><br/>Case Studies on M-commerce Crime. 144<br/><br/>References. 146<br/><br/>Chapter Eight 148<br/><br/>SOCIO-CULTURAL AND ETHICAL ASPECTS OF SOCIAL MEDIA MARKETING.. 148<br/><br/>Chapter Outline. 148<br/><br/>Chapter Outcome. 148<br/><br/>Introduction. 148<br/><br/>Socio-cultural issues in social media marketing. 149<br/><br/>Ethical issues in social media marketing. 150<br/><br/>Conclusion. 153<br/><br/>References. 154<br/><br/>Chapter Nine. 156<br/><br/>Social Media Marketing Management: How to Penetrate Emerging Markets and Expand Your Customer Base 156<br/><br/>Chapter Outline. 156<br/><br/>Chapter Outcome. 156<br/><br/> Understand how emerging economies utillise social media in marketing strategies. 156<br/><br/> Understand the interplay between social media and marketing in emerging economies. 156<br/><br/> Understand how social media is utilized in specific sectors of the economy. 156<br/><br/>Social Media Marketing and Emerging Markets. 156<br/><br/>The Manufacturing Sector and Social Media Marketing. 157<br/><br/>Agribusiness and social media marketing. 158<br/><br/>Real Estate and social media marketing. 160<br/><br/>Information and communication technology (ICT) sector and social media marketing. 161<br/><br/>Oil and Gas and Social Media marketing. 163<br/><br/>Putting it all Together 165<br/><br/>References 168<br/><br/>[https://www.routledge.com/Social-Media-Marketing-Management-How-to-Penetrate-Emerging-Markets-and-Expand-Your-Customer-Base/Hinson-Mhlanga-Osei-Frimpong-Doe/p/book/9781032309637?srsltid=AfmBOoqJJpkJYS4CFlJnJy7q9G2V78HS_hpYcixQ_66CLAAQN9nKlQ8C] |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
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.<br/><br/>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.<br/><br/>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.<br/><br/>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.<br/><br/>(https://www.routledge.com/Social-Media-Marketing-Management-How-to-Penetrate-Emerging-Markets-and-Expand-Your-Customer-Base/Hinson-Mhlanga-Osei-Frimpong-Doe/p/book/9781032309637?srsltid=AfmBOoqJJpkJYS4CFlJnJy7q9G2V78HS_hpYcixQ_66CLAAQN9nKlQ8C) |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Social media |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Mhlanga, David |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Osei-Frimpong, Kofi |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Doe, Joshua |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Book |
| Source of classification or shelving scheme |
Dewey Decimal Classification |