Research Anthology on Social Media Advertising and Building Consumer Relationships

In this Book

• Preface
• Social Media for Business Purposes—Objectives Pursued and Satisfaction in the Results
• Social Media Marketing as New Marketing Tool
• Social Media, Marketing Practices, and Consumer Behavior
• Social Media, Crowdsourcing, and Marketing
• Finding Your Voice—Developing a Content Strategy for Social Media That Works!
• New Communication Strategies and the Future of Advertising Narration
• Understanding Historical Background of Corporate Social Responsibility (CSR) and Realizing Social Media as a New Horizon in CSR Communication
• Social Media and Events—Before, During, and After
• Event Management in Social Media
• Digital Moms—Devices, Social Networking Sites, and Perceptions Towards Digital Marketing Strategies
• Background of “Pinned” Images—Lifestyle Advertising in Social Media
• How Social Commerce Characteristics Influence Consumers’ Online Impulsive Buying Behavior in Emerging Markets
• Effects of Social Media Marketing Strategies on Consumers Behavior
• The Dynamics of Social Media Marketing Content and Customer Retention
• Examination of Empirical Studies on Customer Engagement, Online Engagement, and Social Media Engagement
• Digital Demands Convergence of Strategies, Media, and Messages—Firms Mix Content, Social, and Native Marketing
• The Role of Motivational Factors for Determining Attitude Towards eWOM in Social Media Context
• User-Generated Content and Consumer Brand Engagement
• Best Practices of News and Media Web Design—An Analysis of Content Structure, Multimedia, Social Sharing, and Advertising placements
• Searching the Effects of Viral Marketing via Customer-Based Brand Equity on Purchase Intentions
• Postmodern Discourse in Digital Advertising—A Study on “Deneysel Bankacilik” Advertising Series
• Social Media-Based Visual Strategies in Tourism Marketing
• Drivers of Social Media Content Marketing in the Banking Sector—A Literature Review
• What Attracts Followers?
• Enhanced Event Detection in Twitter Through Feature Analysis
• Tactics for Influencing the Consumer Purchase Decision Process Using Instagram Stories—Examples From Around the World
• Identifying Key Important Factors Affecting Consumer Purchase Behaviour On Luxury Brand Through the Use of Instagram
• The Discount Effect in Food and Beverage Advertising and Instagram’s Likes Power—An Experimental Study
• Social Media Advertisements and Buying Behaviour—A Study of Indian Working Women
• Social Media as a Marketing Tool
• Social Media Usage in Online Consumer Decision Process and Buying Behaviour
• Micro Organization Use of Social Media for Business-to-Business Customers
• Communicating and Building Destination Brands With New Media
• The Ubiquitous Role of Mobile Phones in Value Co-Creation Through Social Media Marketing
• The Impact of Social Media Platforms “Instagram” and “Snapchat” on the Purchasing Decision - Structural Equation Modelling Approach—Social Media Platforms
• Facebook Advertising as a Marketing Tool—Examining the Influence on Female Cosmetic Purchasing Behaviour
• Consumer Socialization Process for the Highly Connected Customers—The Use of Instagram to Gain Product Knowledge
• Travel Instagramability—A Way of Choosing a Destination?
• Social Media as a Tool for Gastronomy—An Analysis Through Instagram on Turkish Cuisine
• The Video-on-Demand Market in Germany—Dynamics, Market Structure and the (Special) Role of YouTube
• Consumers’ Stickiness to Mobile Payment Applications—An Empirical Study of WeChat Wallet
• Twitting for Talent by Linking Social Media to Employer Branding in Talent Management
• Carnivalesque Theory and Social Networks—A Qualitative Research on Twitter Accounts in Turkey
• Paradigms of Public Relations in an Age of Digitalization—Social Media Analytics in the UAE
• Maturity Profiles of Organizations for Social Media
• Speed of Use of Social Media as an Antecedent of Speed of Business Internationalization
• Can Firm Performance and Corporate Reputation Be Improved by Communicating CSR in Social Media?—A Pilot Study Analysis
• Social Media and Social Entrepreneurship
• Conspicuous Consumption via Social Media
• How Social Media is Transforming Marketing?
• Approach to Social Media Marketing Strategies in Different World Regions—A Descriptive Study
• Playfulness in Online Marketing—Challenges and Opportunities
• The Role of Social Media in Event Marketing—Outcomes for Practitioners and Participants
• Predictive Factors of Attitude Towards Online Disruptive Advertising
• Enhancing Consumers’ Stickiness to Online Brand Communities as an Innovative Relationship Marketing Strategy
• Personal Brand Benefits of Social Media Use for Researchers—A Case Study
• Brand Humour Advertisements on a Social Network Platform and Their Impact on Online Consumer Engagement—The Case of Instagram
• Role of Social Media in Hospital Branding—Insights for Marketing Practitioners
• Direct-to-Consumer Prescription Medication Advertisements and Use of Different Types of Media
• Enhance Customer Engagement via Facebook Fanpage for Increased Purchase Intentions—Case of eWallet
• Examining the Effects of Blogger Type (Influencers vs. Celebrities) and Post Format in Instagram Marketing
• Digitalization of Labor—Women Making Sales Through Instagram and Knitting Accounts
• Electronic Trading, Electronic Advertising, and Social Media Literacy—Using Local Turkish Influencers in Social Media for International Trade Products Marketing
• Identifying Influential Users in Twitter Networks of the Turkish Diaspora in Belgium, the Netherlands, and Germany
• Reaching Consumers Through Video Marketing in Africa by Enhancing Industrial Growth and the Realization of SDGs and African Agenda 2063
• Integrating Social and Mobile Media in Environmental Marketing Communications in China—Opportunities and Challenges
• Social Media Utilisation and Business Performance of Hotels in Lebanon—Exploring the Moderating Effects of Hotel Classification
• Social Media in Micro-Enterprises—Exploring Adoption in the Indonesian Retail Sector
• Firm’s Competitive Growth in the Social Media Age
• The Benefits of Social Networking Sites in Building Reputation for Enterprises
• Understanding the Psychology of New Media Audiences From a Marketing Perspective
• Examining the Impact of E- Shopping on Customer Loyalty
• Social Media Ambiance Can Make Strong Message for Consumer Brand Purchase Behavior
• Understanding the Justice Fairness Effects on eWOM Communication in Social Media Environment
• Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia—Celebrity Endorsement
• The Role of Social Media Influencers on the Consumer Decision-Making Process
• Instagram Influencers in Social Media-Induced Tourism—Rethinking Tourist Trust Towards Tourism Destination
• Play It Like Burberry!—The Effect of Reputation, Brand Image, and Social Media on E-Reputation – Luxury Brands and Their Digital Natives Fans
• The Influence of Customers Social Media Brand Community Engagement on Restaurants Visit Intentions
• The Effect of Social Media on Hotels’ Business Performance in the Lebanese Hotel Sector—Effect of Social Media on Hotels’ Business Performance
• Impact of Social Media on Consumer Purchase Intention—A Developing Country Perspective
• The Impact of Social Media Marketing on Brand Trust and Brand Loyalty—An Arab Perspective
• How Does Culture Impact Customer Evaluation in Online Complaining?—Evidence from Germany and India
• Social Media Influencers’ Effect on Chinese Gen Z Consumers—Management and Use of Video Content Platforms
• The Interaction Between Banks and Brazilian Customers Through Facebook—A Framework From the Perspective of Affordances
• Social Media Advertising Influence on Users’ Responses—Egypt
• Influence of Electronic Word of Mouth (e-WOM) on Brand Credibility and Egyptian Consumers’ Purchase Intentions
• The Impact of Enhancing Social Media Marketing Knowledge on Customer Attraction and Engagement for University Organizational Growth and Development from the TRACK Theory—The Context of Mpumalanga University of South Africa
• Social Media Marketing and Brand Loyalty Among Online Shoppers in Anambra State, Nigeria—Mediating Effect of Brand Awareness
• Social Media and E-Commerce—A Study on Motivations for Sharing Content From E-Commerce Websites
• Using Social Media and Digital Marketing Tools and Techniques for Developing Brand Equity With Connected Consumers
• Lucky Reply Effect—How a Company’s Online Replies to Consumers’ Online Comments Affect Consumers’ Predictions of Randomly Determined Associated Rewards
• Digital Advertising Narration and Online Reputation Management
• Return on Investment of Display Advertising—Google Ads vs. Facebook Ads
• Understanding the Role of Social Networks in Consumer Behavior in Tourism—A Business Approach
• The Integration of Social Media Into Event Tourism
• Trends in Digital Marketing Capable of Attracting Millennials—Impact of Instagrammers on Consumer Travel Behaviour
• Social Media, Online Brand Communities, and Customer Engagement in the Fashion Industry
• Consumption in the Digital Age—A Research on Social Media Influencers
• The Role of Social Media in Accelerating the Process of Acculturation to the Global Consumer Culture—An Empirical Analysis
• Will Social Media and Its Consumption Converge or Diverge Global Consumer Culture?
• Why Should the Business Community and Organizations Leverage Social Media to Demonstrate Their Corporate Social Responsibility (CSR) Commitment?
• An Exploratory Study on Consumer Purchase Behavior From Live Webcasting E-Commerce—A Means-End Chain Analysis Using Facebook Live Webcasting
• Study of Consumer Brand Following Intention on Instagram—Applying the Uses and Gratification Theory
• An Empirical Study on Determining the Effectiveness of Social Media Advertising—A Case on Indian Millennials