TY  - BOOK
AU  - Hinson, Robert E
AU  - Mhlanga, David
AU  - Osei-Frimpong, Kofi
AU  - Doe, Joshua
TI  - Social media marketing management: how to penetrate emerging markets and expand your customer base
SN  - 9781032309637
U1  - 658.872 
PY  - 2025///
CY  - New York
PB  - Routledge
KW  - Social media
KW  - Marketing
N1  - 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

Oil and Gas and Social Media marketing. 163

Putting it all Together 165

References  168

[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]
N2  - 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.

(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)
ER  -