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Book synopsis

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 perspectiveHighlights how social media can be seen in the marketing environment Provides a unique perspective by highlighting the importance of the individual differences of consumersExplores social media that can be used for academic development and research around the topic

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Social Media in the Marketing Context
• Subtitle: A State of the Art Analysis and Future Directions
• Author: Yogesh Dwivedi, Cherniece Plume, Emma Slade
• Language: English
• Binding: Paperback
• Number of pages: 182
• EAN: 9780081017548
• ISBN: 0081017545
• ID: 10959210
• Publisher: Elsevier Science & Technology
• Weight: 316 g
• Dimensions: 154 × 229 × 11 mm
• Date of publishing: 30. September 2016

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