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    Social Media in the Marketing Context: A State of the Art Analysis and Future Directions
    Social Media in the Marketing Context: A State of the Art Analysis and Future Directions
    Social Media in the Marketing Context: A State of the Art Analysis and Future Directions
    Ebook331 pages3 hours

    Social Media in the Marketing Context: A State of the Art Analysis and Future Directions

    By Cherniece J. Plume, Yogesh K. Dwivedi and Emma L. Slade

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    About this ebook

    Social 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
    LanguageEnglish
    PublisherElsevier Science
    Release dateSep 30, 2016
    ISBN9780081017579
    Social Media in the Marketing Context: A State of the Art Analysis and Future Directions
    Author

    Cherniece J. Plume

    Cherniece J. Plume is a PhD researcher in Business Management at Swansea University School of Management. She has an MSc in Marketing and BA (Hons) in Event Management from The University of South Wales. She has a background in the marketing and events sector, collaborating on a variety of projects with a number of organisations. In addition to work in industry Cherniece has also lectured in Business Research and Marketing Communications at the University of South Wales. Cherniece was an editor for the Journal of Leadership, Workplace Innovation and Engagement and Chair of the University of South Wales Marketing Chapter. Her research interests include consumer behaviour, consumer psychology, construction of self-concept and social media marketing.

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      Book preview

      Social Media in the Marketing Context - Cherniece J. Plume

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      Chapter 1

      Introduction

      Abstract

      Social media has effected both organizations and consumers, transforming how they communicate with each other. This chapter provides the context for why social media is so important for organizations and the marketing discipline. It also highlights how difficult the medium is to control, preventing progress on a strategic level. In addition to this it also introduces the importance online brand communities, culture and self, drawing attention to who will gain value from reading the book. The chapter ends by summarizing the following sections of the book, highlighting the focus of each chapter.

      Keywords

      Social media; strategy; marketing; knowledge; practice

      The undeniable growth of social media has affected both marketing practices (Bernoff & Li, 2008; Constantinides and Fountain, 2008), and the behavior of the consumers who utilize this medium (Berthon, Pitt, Plangger, & Shapiro, 2012; Deighton & Kornfeld, 2008). Enabling the facilitation of interactive communication amongst its users, the social media environment provides value to consumers on a level they have not encountered before (Baird & Parasnis, 2011). Engaging and inspiring the individuals who utilize this medium, social media provides a mechanism for information dissemination and sharing that empowers today’s consumers (Hwang & Kim, 2015).

      Organizations are finding it difficult to cope with the lack of control they now have in defining their own image, finding themselves at the mercy of consumers who are presenting their own perspectives, gathering information from one another as opposed to the organization or brand itself (Bernoff & Li, 2008). Despite attempts to gather adequate information from these social media sites, the vast amount of data that are produced pose problems for managers and marketers alike (Bello-Orgaz, Jung, & Camacho, 2016). The collaborative mechanisms consumers now have on these social media platforms make users more active participants in producing and disseminating content, adding to this data growth (Bouadjenek, Hacid, & Bouzeghoub, 2016). Collecting these data and understanding their meaning give brands and organizations the opportunity to personalize their product or service (Rust & Huang, 2014), allowing consumers’ needs to be more effectively met and thus providing value (Chung, Wedel, & Rust, 2016). A recent report by Stelzner (2015) found that marketers want more information in the areas of tactics, engagement, measurement, audience, and tools (Stelzner, 2015, p. 6), with 87% unable to provide answers to questions in these areas. Yet despite this finding, the same report also found that 92% of marketers place high importance on social media for their businesses, which is questionable given the evidence that they do not fully understand this environment. The challenge for marketers is to provide value to consumers in a new competitive marketplace that forces organizations and brands to adopt different approaches as a way of gaining an advantage and exposure (Baird & Parasnis,

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