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Social Media Strategy
This chapter describes different approaches to finding a social media strategy. It helps you to ask yourself and your employees the decisive...
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Social Media Analytics Strategy Using Data to Optimize Business Performance
This book shows you how to use social media analytics to optimize your business performance. The tools discussed will prepare you to create and...
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Social Media Strategy Design
A social media strategy is comprised of six elements: why, who, where, what, when, and how (5Ws 1H). Before a social media strategy is decided upon,...
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Social Media Business
The third chapter defines social media and Web 2.0 and explains the components of the Social Media Four-Factor Model. Building on this, the types of...
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The impact of perceived social media interactivity on brand trust. The mediating role of perceived social media agility and the moderating role of brand value
Although earlier studies shed light on the significance of perceived social media interactivity, its impact on perceived social media agility and...
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Social Media Strategy and Return on Investment
In this chapter, the reader will learn that organizations should not use social media as such, just to use social media as a new hype. Instead,...
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Firm policies and employees’ participation in conversation about their employer on social media
This paper studies the relationship between firms’ strategy and policies in regard to social media and their employees’ propensity to endorse them by...
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Content provision strategy selection for a media platform in the presence of traffic revenue
Inspired by the diversity of content provision and the importance of traffic revenue in media market, this paper investigates the pricing and...
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Brand hate experiences and the role of social media influencers in altering consumer emotions
The study empirically investigates brand hate experiences and the impact on consumers' patronage intentions as well as on electronic word-of-mouth...
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Social Media Analytics for Digital Entrepreneurs
Digitalisation has led entrepreneurs to undergo major changes. As a result, most newly created ideas and organisations are digital. Given that...
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How does social media influence car sales: the effects of firm-, user-, and professional-generated content
With the unprecedented influence of social media, firms are increasingly relying on social media as a channel for marketing interaction. While...
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Does Social Capital Arise from Enterprise or Public Social Media Use? A Model of Social Media Antecedents and Consequences
Research on the antecedents of SM and its consequences for organizations is silent on the distinctions between Enterprise SM (ESM) and Public SM...
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Social media influencer marketing: foundations, trends, and ways forward
The increasing use and effectiveness of social media influencers in marketing have intrigued both academic scholars and industry professionals. To...
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Social Media for Leaders Your team can steer the boat but you need chart the course
This book provides you with a concise and accurate overview of the key business challenges, opportunities and risks related to social media....
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The monitoring role of social media
We examine whether social media activity can reduce corporate misconduct. We use the staggered introduction of 3G mobile broadband access across the...
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A Data Quality Multidimensional Model for Social Media Analysis
Social media platforms have become a new source of useful information for companies. Ensuring the business value of social media first requires an...
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Monetization Strategy Implementation for Social Media Companies
This chapter introduces key aspects of social media monetization. From a network perspective, the value of social media relies on the number of...
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Analysing the factors that influence social media adoption among SMEs in develo** countries
Social media penetration is on the rise in develo** countries and is an important channel of growth for small and medium enterprises (SMEs). Many...
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Movie fit uncertainty and interplay between traditional advertising and social media marketing
Although brands have widely adopted multiple marketing media, our understanding of how to effectively coordinate traditional advertising and social...
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Emerging trends in social media marketing: a retrospective review using data mining and bibliometric analysis
The study conducts a comprehensive retrospective analysis of the social media marketing literature along with text mining and bibliometric analysis...
