Social media marketing management: how to penetrate emerging markets and expand your customer base
- New York Routledge 2025
- xiv, 238 p.
Table of content: Chapter One. 8
Social Media Marketing in Africa and Other Emerging Economies. 8
Chapter Outline. 8
Chapter Outcome. 8
Introduction. 8
Africa’s Social Media Landscape. 10
What is Social Media Marketing?. 13
Successful Social Media Marketing Campaigns from the Global North. 19
AI and Service Marketing Delivery. 21
AI and Social Media Marketing. 24
Successful Social Media Marketing Campaigns from Africa. 26
Structure of the Book. 27
References. 28
Chapter Two. 30
Social Media Marketing Strategy. 30
Chapter Outline. 30
Chapter Outcome. 30
Introduction. 30
Strategic Planning and Social Media Marketing. 31
Why should we take the time to plan?. 34
The Phases of Social Media Marketing Maturity. 35
Social Media Campaigns: The Strategic Planning Process. 40
Identify Social Media Marketing Objectives and Set Budgets. 44
Profile the Target Audience of Social Consumers. 46
Create an Experience Strategy. 48
Managing Social Media Marketing in the Organization. 55
The social media Policy. 55
An Organizational Structure to Support social media. 59
Social Media Management Systems. 61
A Framework for Strategic Social Media Marketing. 61
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
Chapter Summary. 63
What are the steps in social media marketing strategic planning?. 63
How can organizations structure themselves to support social media marketing?. 64
Exercises. 64
Review Questions. 64
References. 65
Chapter Three. 67
Social Commerce. 67
Chapter outline. 67
Chapter Outcome. 67
Introduction. 67
Social Commerce. 68
Social shopping. 69
Social Commerce and the Shopping Process. 69
Social Commerce Strategies. 74
Social Promotions and Partnerships. 74
Social Commerce Fraud. 75
The Social Commerce Zone. 76
Types of The Social Commerce Zones. 76
Benefits of Social Commerce. 82
The influence of social media and customer ratings on social shopping. 83
What influences the credibility and authenticity of the reviews and ratings shoppers view?. 83
Best Practices for Leveraging Social Reviews and Ratings. 85
Why Don’t All E-Retailers Offer Reviews and Ratings on Their Sites?. 86
Chapter Summary. 87
Review Questions. 87
References. 88
Chapter Four 89
Mobile Ecosystems and Apps in Social Media Marketing. 89
Chapter outline. 89
Chapter Outcome. 89
Introduction. 89
Definition of Terms. 90
Standards and Protocols. 90
Bandwidth. 90
Types of Mobile Network Technologies. 91
Bluetooth. 92
WAP. 92
GPS. 92
WiFi (Wireless Fidelity) 93
GSM... 93
WiMax. 93
GPRS. 94
EDGE.. 94
HSDPA.. 94
Generations of Mobile Network Technologies. 94
First generation (1G) 95
Second generation (2G) 95
Third generation (3G) 95
Fourth generation (4G) 96
Wireless and Mobile Devices. 97
Characteristics of Mobile/Wireless Devices. 97
Benefits of Mobile Devices. 98
Disadvantages of Mobile devices. 98
Mobile Financial Services. 98
Mobile Payment Applications. 99
Characteristics of Mobile Payment Methods. 99
Types of Mobile Payment Applications. 99
Mobile Apps and social media. 100
Mobile App Platforms. 100
Anthropology (ANT) Approach to social media. 101
Activities. 101
Assignment 103
Case Studies on Mobile Platforms and Applications. 103
Seizing the Opportunity. 105
Reference. 105
CHAPTER FIVE.. 108
Social Networking Sites: A Focus on Mobile Marketing Strategies. 108
Chapter outline. 108
Chapter outcome. 108
Introduction. 108
Growth of Mobile Connectivity and Device Use in Developing Economies. 109
The Mobile Connectivity and social media. 110
Mobile App Platforms. 110
Social Media. 111
Anthropology (ANT) Approach to social media. 112
Mobilizing Your Brands. 112
Mobile Brand Engagement 113
Designing a Mobile Brand Engagement Campaign. 113
Designing Mobile Apps for Mobile Shopping. 114
Mobile Payment Applications. 114
Characteristics of Mobile Payment Methods. 114
Types of Mobile Payment Applications. 114
Buy Buttons and Location Identification on Social Networking Sites. 115
Marketing Strategies: Mobile First, Audience First, and Omnichannel 116
Satisfying Customer Experience on Mobile Devices. 117
Conclusions. 117
References. 119
Chapter Six. 121
Foundations of Mobile Commerce: A Gateway to Engagement in Emerging Markets. 121
Chapter Outline. 121
Chapter Outcome. 121
Mobile Commerce and Mobile Business. 122
Features and benefits of mobile commerce. 123
M-commerce services. 125
Factors that Influence M-commerce Adoption. 127
M-commerce Adopters and Adoption Factors. 127
M-commerce Adopters as Technology Users. 127
M-commerce Adopters as Network Users. 128
M-commerce Adopters as Consumers. 128
Global Trends in M-commerce. 130
The Promise of Mobiles. 130
New Payment Options. 132
Review Questions. 133
References. 133
Chapter Seven. 136
Ethical, Social and Legal Issues in M-commerce. 136
Chapter Outline. 136
Chapter Outcome. 136
Ethics and Ethical issues in M-commerce. 136
Information Rights. 137
Confidentiality and Privacy. 137
System Quality. 137
Social Issues in M-commerce. 138
Upsurge of Cybercrimes. 138
Unintended Costs from Virus/malware. 138
Identity Theft 139
Legal Issues in M-commerce. 139
Mobile commerce Transaction. 140
Components of mobile commerce contract 141
M-commerce Guidelines for Security Issues. 141
Emerging Trends in Mobile and M-commerce Crime. 142
Mobile Crime. 143
Activities. 143
Review Questions. 144
Case Studies on M-commerce Crime. 144
References. 146
Chapter Eight 148
SOCIO-CULTURAL AND ETHICAL ASPECTS OF SOCIAL MEDIA MARKETING.. 148
Chapter Outline. 148
Chapter Outcome. 148
Introduction. 148
Socio-cultural issues in social media marketing. 149
Ethical issues in social media marketing. 150
Conclusion. 153
References. 154
Chapter Nine. 156
Social Media Marketing Management: How to Penetrate Emerging Markets and Expand Your Customer Base 156
Chapter Outline. 156
Chapter Outcome. 156
Understand how emerging economies utillise social media in marketing strategies. 156
Understand the interplay between social media and marketing in emerging economies. 156
Understand how social media is utilized in specific sectors of the economy. 156
Social Media Marketing and Emerging Markets. 156
The Manufacturing Sector and Social Media Marketing. 157
Agribusiness and social media marketing. 158
Real Estate and social media marketing. 160
Information and communication technology (ICT) sector and social media marketing. 161
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.