Contemporary Issues in Social Media Marketing

In a short time span, social media has transformed the communication process among the individuals and between organizations and individuals. The use of social media has impacted the way consumers live, buy and consume products and services. Academic research on social media marketing has not kept pace with the practical applications and there is a critical void in the social media literature. This book bridges that void. The understanding of perspectives of both consumers and marketers can help the organizations to design, develop and implement better social media marketing strategies so that marketers can enjoy their success with the today’s social consumers.

The book provides the relevant theoretical, empirical, and experiential frameworks and findings in the area of social media marketing, through original chapters from a range of leading marketing specialists.

Topics include:

• The consumer journey in a social media world

• Social media and customer relationship management (CRM)

• Social media marketing goals and objectives

• Publishing blogs, podcasts and webinars

• Microblogging strategy

And many more.

The book is ideal for students of social media marketing, social media marketing professionals, researchers and academicians who are interested in knowing more about social media marketing. The book will also become a reference resource for those organizations which want to use social media marketing for their brands.

Dr Bikramjit Rishi is Associate Professor of Marketing at the Institute of Management Technology, India.

Dr. Subir Bandyopadhyay is Professor of Computer Science at the University of Windsor, USA.