Research Anthology on Strategies for Using Social Media as a Service and Tool in Business
Research Anthology on Strategies for Using Social Media as a Service and Tool in Business

Author: Management Association, Information Resources

Publisher: IGI Global

Published: 2021-05-28

Total Pages: 1865

ISBN-13: 179989021X

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Social media has become an integral part of society as social networking has become a main form of communication and human interaction. To stay relevant, businesses have adopted social media tactics to interact with consumers, conduct business, and remain competitive. Social technologies have reached a vital point in the business world, being essential in strategic decision-making processes, building relationships with consumers, marketing and branding efforts, and other important areas. While social media continues to gain importance in modern society, it is essential to determine how it functions in contemporary business. The Research Anthology on Strategies for Using Social Media as a Service and Tool in Business provides updated information on how businesses are strategically using social media and explores the role of social media in keeping businesses competitive in the global economy. The chapters will discuss how social tools work, what services businesses are utilizing, both the benefits and challenges to how social media is changing the modern business atmosphere, and more. This book is essential for researchers, instructors, social media managers, business managers, students, executives, practitioners, industry professionals, social media analysts, and all audiences interested in how social media is being used in modern businesses as both a service and integral tool.

Overcoming Workplace Loneliness
Overcoming Workplace Loneliness

Author: Ada T. Cenkci

Publisher: Emerald Group Publishing

Published: 2023-11-20

Total Pages: 153

ISBN-13: 1803825014

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Rooted in real-world research and insights, this book envisions a world of work where all employees feel valued for their authentic selves and are able to experience the encouragement and comradery of office connection from the comfort of their homes.

AI and Data Engineering Solutions for Effective Marketing
AI and Data Engineering Solutions for Effective Marketing

Author: Alla, Lhoussaine

Publisher: IGI Global

Published: 2024-07-17

Total Pages: 520

ISBN-13:

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In the world of contemporary marketing, a challenge exists — the relationship between data engineering, artificial intelligence, and the essential elements of effective marketing. Businesses find themselves at a crossroads, grappling with the imperative to navigate this complex landscape. This challenge serves as the backdrop for the exploration in AI and Data Engineering Solutions for Effective Marketing, a comprehensive reference tailored for academic scholars. Seamlessly integrating theoretical models with real-world applications, the book delves into critical facets of strategic and operational marketing. From the adoption of data science techniques to grappling with big data's vast potential, it offers a guide for academics seeking profound insights into the future of marketing strategies and their efficient execution. Designed for researchers, practitioners, and students with an interest in the intersection of artificial intelligence, data engineering, and marketing, this book serves as a guide for implementing new marketing management solutions and optimizing their operational efficiency. While the primary audience is researchers and practitioners in the field, the book is also tailored to benefit students seeking a deep understanding of the latest developments in marketing.

Digital and Social Media Marketing
Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Brand Attachment
Brand Attachment

Author: C. Whan Park

Publisher: Now Publishers Inc

Published: 2008

Total Pages: 50

ISBN-13: 1601981007

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The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative models of consumer search prior to purchase, and of consumer search through experience, are reviewed first. Models of consumer consideration set formation are also outlined. These models are generally based on consumers balancing the costs and benefits of search, which implies that search should be limited if it is costly. The extensive empirical literature on consumer search, which is reviewed next, does indicate that search is limited. The third major section of this review discusses the effect of search on market equilibrium, and market forces related to the supply of information. These include models of how advertising, retailing, and the Internet become organized to facilitate consumer search. The review concludes with a discussion of overall findings and suggestions for further research.

Attitude Strength
Attitude Strength

Author: Richard E. Petty

Publisher: Psychology Press

Published: 2014-01-14

Total Pages: 531

ISBN-13: 1317782364

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Social psychologists have long recognized the possibility that attitudes might differ from one another in terms of their strength, but only recently had the profound implications of this view been explored. Yet because investigators in the area were pursuing interesting but independent programs of research exploring different aspects of strength, there was little articulation of assumptions underlying the work, and little effort to establish a common research agenda. The goals of this book are to highlight these assumptions, to review the discoveries this work has produced, and to suggest directions for future work in the area. The chapter authors include individuals who have made significant contributions to the published literature and represent a diversity of perspectives on the topic. In addition to providing an overview of the broad area of attitude strength, particular chapters deal in depth with specific features of attitudes related to strength and integrate the diverse bodies of relevant theory and empirical evidence. The book will be of interest to graduate students initiating work on attitudes as well as to longstanding scholars in the field. Because of the many potential directions for application of work on attitude strength to amelioration of social problems, the book will be valuable to scholars in various applied disciplines such as political science, marketing, sociology, public opinion, and others studying attitudinal phenomena.

Discovering Statistics Using R
Discovering Statistics Using R

Author: Andy Field

Publisher: SAGE

Published: 2012-03-07

Total Pages: 994

ISBN-13: 144628915X

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Keeping the uniquely humorous and self-deprecating style that has made students across the world fall in love with Andy Field′s books, Discovering Statistics Using R takes students on a journey of statistical discovery using R, a free, flexible and dynamically changing software tool for data analysis that is becoming increasingly popular across the social and behavioural sciences throughout the world. The journey begins by explaining basic statistical and research concepts before a guided tour of the R software environment. Next you discover the importance of exploring and graphing data, before moving onto statistical tests that are the foundations of the rest of the book (for example correlation and regression). You will then stride confidently into intermediate level analyses such as ANOVA, before ending your journey with advanced techniques such as MANOVA and multilevel models. Although there is enough theory to help you gain the necessary conceptual understanding of what you′re doing, the emphasis is on applying what you learn to playful and real-world examples that should make the experience more fun than you might expect. Like its sister textbooks, Discovering Statistics Using R is written in an irreverent style and follows the same ground-breaking structure and pedagogical approach. The core material is augmented by a cast of characters to help the reader on their way, together with hundreds of examples, self-assessment tests to consolidate knowledge, and additional website material for those wanting to learn more. Given this book′s accessibility, fun spirit, and use of bizarre real-world research it should be essential for anyone wanting to learn about statistics using the freely-available R software.

Customer Loyalty and Brand Management
Customer Loyalty and Brand Management

Author: María Jesús Yagüe Guillén

Publisher: MDPI

Published: 2019-09-23

Total Pages: 122

ISBN-13: 3039213350

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Loyalty is one of the main assets of a brand. In today’s markets, achieving and maintaining loyal customers has become an increasingly complex challenge for brands due to the widespread acceptance and adoption of diverse technologies by which customers communicate with brands. Customers use different channels (physical, web, apps, social media) to seek information about a brand, communicate with it, chat about the brand and purchase its products. Firms are thus continuously changing and adapting their processes to provide customers with agile communication channels and coherent, integrated brand experiences through the different channels in which customers are present. In this context, understanding how brand management can improve value co-creation and multichannel experience—among other issues—and contribute to improving a brand’s portfolio of loyal customers constitutes an area of special interest for academics and marketing professionals. This Special Issue explores new areas of customer loyalty and brand management, providing new insights into the field. Both concepts have evolved over the last decade to encompass such concepts and practices as brand image, experiences, multichannel context, multimedia platforms and value co-creation, as well as relational variables such as trust, engagement and identification (among others).