Author: . Rajagopal
Publisher: Springer
ISBN: 1137281928
Category : Business & Economics
Languages : en
Pages : 246

Get Book Here

Book Description
Categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements.

Author: Emi Moriuchi
Publisher: Business Expert Press
ISBN: 1631571192
Category : Business & Economics
Languages : en
Pages : 123

Get Book Here

Book Description
With the introduction of the Internet, consumers are relying heavily on the media for content. The popularity of consumer-generated content (CGC) has captured the consumer (i.e., user) as the producer, which has cause a power shift in the market from the companies to the consumers. When technology is paired with culture, it is inevitable that consumers are constantly changing their attitudes toward consumption to adapt to current trends. Thus, marketers are meticulously looking for information to keep current with the consumer market in order to maintain their market share. CGC relates closely to electronic word-of-mouth (eWOM) and can be found in various online review sites, forums, blogs, company websites, as well as on social media platforms. Consumers’ contribution toward the content on the different digital media sites (including company’s website) is on voluntary basis, either paid (e.g., sponsored) or nonpaid (e.g., personal blogs). It is evident that information that is published online travels faster to consumers than when delivered through traditional media such as television. Companies are therefore trying to be proactive; and as part of their promotional efforts, they are turning to online media for the latest information on their target market, feedback on their company (e.g., criticism, praises), as well as information on their competitors. The goal of this book is to educate business owners, marketing practitioners, students, as well as marketing researchers in understanding the use of CGC and how it is beneficial for their marketing plan.

Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337

Get Book Here

Book Description
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Author: Vandana Ahuja
Publisher:
ISBN: 9781799821861
Category : Information technology
Languages : en
Pages :

Get Book Here

Book Description
""This book facilitates an understanding of diverse social media tools and platforms and their impact on society, business, and the economy and illustrates how online communities can benefit the domains of marketing, finance, and information technology"--Provided by publisher"--

Author: Claudiu V. Dimofte
Publisher: Routledge
ISBN: 1317502078
Category : Business & Economics
Languages : en
Pages : 306

Get Book Here

Book Description
Consumer Psychology in a Social Media World seeks to illustrate the relevance of consumer psychology theory and research to understanding the social media world that has rapidly become a key component in the social and economic lives of most individuals. Despite the rapid and widespread adoption of social media by consumers, research focused on individuals’ use thereof and its implications for organizations and society has been limited and published in scattered outlets. This has made it difficult for those trying to get either a quick introduction or an in-depth understanding of the associated issues to locate relevant scientific-based information. The book is organized into five broad sections. The first presents a summary overview of social media, including a historical and cultural perspective. The second section is focused on social media as a modern form of word of mouth, always considered the most impactful on consumers. It also touches upon a motivational explanation for why social media has such a strong and broad appeal. Section three addresses the impact that consumers’ switch to social media as a preferred channel has had on marketers’ branding and promotional efforts, as well as the ways in which consumer involvement can be maintained through this process. Section four takes a methodological perspective on the topic of social media, assessing ways in which big data and consumer research are influenced by novel ways of gathering consumer feedback and gauging consumer sentiment. Finally, section five looks at some consumer welfare and public policy implications, including privacy and disadvantaged consumer concerns. Consumer Psychology in a Social Media World will appeal to those who are involved in creating, managing, and evaluating products used in social media communications. As seen in recent financial and business market successes (e.g., Facebook, Twitter, LinkedIn, Instagram, Pinterest, WhatsApp, etc.), businesses focused on facilitating social media are part of the fastest growing and most valuable sector of today’s economy.

Author: Eastin, Matthew S.
Publisher: IGI Global
ISBN: 1605667935
Category : Business & Economics
Languages : en
Pages : 768

Get Book Here

Book Description
"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.

Author: Rajagopal
Publisher: Springer Nature
ISBN: 3031042123
Category : Business & Economics
Languages : en
Pages : 254

Get Book Here

Book Description
This book discusses the analysis of consumer behavior as a fundamental tool to build agility in business models and strategies. Exploring recent scientific developments in neurobehavioral research, this book argues that the development of agile marketing strategies requires an examination of neurobehavioral experiences in visual merchandising, shopping, and consumption, and an understanding cognitive synchronization with emotions, such as eye movements, gestures, verbal manifestation, and encoding behavior among consumers. The author discusses possible approaches to measure neuro-responses during a consumer’s shopping experience, both in-store and online. Such approaches will help firms to understand real-time neurobehavioral effects and improve the marketing capabilities of the firm accordingly. Discussing new strategies suitable to co-create agile business models in association with the market players and consumers, this interdisciplinary work engages scholarship on business agility, consumer behavior, social intervention, collective intelligence, decision-making, and stakeholder values.

Author: Rajagopal
Publisher: IGI Global
ISBN: 1466675195
Category : Business & Economics
Languages : en
Pages : 319

Get Book Here

Book Description
Abstract: "This book discusses the indispensable value of understanding consumer activities and the crucial role they play in developing successful marketing strategies by focusing on concepts such as consumer perceptions, consumption culture, and the influence of information technology"--Provided by publisher

Author: Rajagopal
Publisher: Business Expert Press
ISBN: 1947441159
Category : Business & Economics
Languages : en
Pages : 183

Get Book Here

Book Description
This book critically examines and analyzes the classical and neoclassical behavioral theories in reference to consumer decision-making across the business cultures. Discussions in the book present new insights on drawing contemporary interpretations to the behavioral theories of consumers, and guide the breakthrough strategies in marketing.

Author: Tarnanidis, Theodore
Publisher: IGI Global
ISBN: 1668488698
Category : Business & Economics
Languages : en
Pages : 336

Get Book Here

Book Description
In today's rapidly evolving digital landscape, entrepreneurs in the grocery retail industry face numerous challenges in navigating the complexities of online operations and services. As social media platforms have emerged as powerful communication tools for marketing, promotion, and customer service, a fundamental shift has occurred in the marketing landscape. This transformation has granted businesses unprecedented access to monitor customer behavior and preferences. By leveraging social media communications, sellers work diligently to effectively target their desired audience by strategically positioning and categorizing data. Influences of Social Media on Consumer Decision-Making Processes in the Food and Grocery Industry delves into the transformative power of social media and digital marketing techniques, shedding light on how businesses strategically employ online communication strategies to sway consumers' purchasing decisions. This comprehensive book explores the tireless efforts of grocery and food entrepreneurs to evaluate the far-reaching effects of social media on the consumer decision-making process. It investigates various web-based social media platforms and tools, delves into the impact of social media and mobile apps, and examines the utilization of cutting-edge Information & Communication Technologies (RFID, QR codes, NFC, cloud, SaaS, mobile devices, robots, and more) within the grocery and food sector. By studying the present landscape, this book not only sheds light on the current state of social media communications but also offers valuable insights into the future trajectory of this dynamic industry. Entrepreneurs, marketers, researchers, and policymakers alike will find this book an indispensable resource for understanding the profound impact of social media on the ever-evolving grocery and food landscape.