Social Media in the Marketing Context ― A State of the Art Analysis and Future Directions
商品資訊
ISBN13：9780081017548
出版社：Chandos Pub
作者：Yogesh K. Dwivedi; Cherniece J. Plume; Emma L. Slade
出版日：2016/09/29
裝訂／頁數：平裝／250頁
規格：22.2cm*14.6cm*1.3cm (高/寬/厚)
商品簡介
Social Media in the Marketing Context: A State of the Art Analysis and Future Directions addresses social media from a marketing perspective, highlighting how it can be seen as the marketing environment rather than merely a tool, giving increasingly individualized consumers the ability to demand more from brands in terms of unique experiences. These individual experiences are guided by how a consumer views themselves in relation to others, known as self-construal, which is also discussed be emphasized.
- Addresses social media from a marketing perspective
- Highlights how social media can be seen in the marketing environment
- Provides a unique perspective by highlighting the importance of the individual differences of consumers
- Explores social media that can be used for academic development and research around the topic
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