Social Media in the Marketing Context

Table of contents

1. Cover image
2. Title page
3. Table of Contents
4. Copyright
5. Dedications
6. Authors’ Biography
7. Foreword
8. Foreword
9. Preface
10. Acronyms
11. Chapter 1. Introduction
    1. Abstract
    2. References
12. Chapter 2. The New Marketing Environment
    1. Abstract
    2. 2.1 Stirring Up the Marketing Mix
    3. 2.2 Defining Social Media
    4. 2.3 Frameworks, Metrics, and Measurement of Social Media
    5. 2.4 Structure and Networks
    6. 2.5 Relationships
    7. 2.6 Co-creation
    8. 2.7 Power and eWOM
    9. 2.8 Social Commerce
    10. 2.9 Multiple Platforms
    11. 2.10 Discussion and Concluding Points
    12. References
13. Chapter 3. Online Brand Communities
    1. Abstract
    2. 3.1 The Importance of OBCs
    3. 3.2 Traditional Versus OBCs
    4. 3.3 Engagement and Interaction
    5. 3.4 Heterogeneity, Delocalization, and Individualized Consumers in OBCs
    6. 3.5 Consumption Values
    7. 3.6 Consumer Characteristics
    8. 3.7 Motivation
    9. 3.8 Discussion and Concluding Points
    10. References
14. Chapter 4. Culture
    1. Abstract
    2. 4.1 The Importance of Culture
    3. 4.2 Postmodernism
    4. 4.3 Consumer Culture Theory
    5. 4.4 Tribalism
    6. 4.5 Discussion and Concluding Points
    7. References
15. Chapter 5. Self-Construals
    1. Abstract
    2. 5.1 Understanding Self-Construals
    3. 5.2 Differences Between the Self-Construals
    4. 5.3 Self-Construals in the New Marketing Environment
    5. 5.4 Discussion and Concluding Points
    6. References
16. Chapter 6. Synthesis and Discussion of Research
    1. Abstract
    2. 6.1 Current Research
    3. 6.2 Developing Research
    4. 6.3 Methods and Samples
    5. 6.4 Gaps and Areas for Future Research
    6. References
17. Chapter 7. Conclusion
    1. Abstract
18. Index