Social Media Marketing, 1st ed. 2018
Emerging Concepts and Applications

This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to ?hear? about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers.

As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets.

SECTION I: Conceptual issues in Social Media.- Chapter 1. How Social Media will Impact Marketing Media.- Chapter 2. Social Media Marketing: Evolution And Change.- Chapter 3. Uniqueness Of Social In The Overall “Social, Mobility, Analytics  and Cloud” Stack.- Chapter 4. Lifecycle of information on the web: Implications for Aggregator Sites’.- Chapter 5. Shadow Side of Social Media Marketing.- SECTION II: Understanding Digital Consumers.- Chapter 6. Exploring The Relationship Between Perceived Benefits And Social Media Brands Using Discriminant Analysis.- Chapter 7.  The Influence of Trust and Ease of Use of Social Media Platforms on South Africa’s Generation Y: Social Media Use, Intention and Information sharing.- Chapter 8. Decoding Digital Consumer Feedback: Customer Intelligence Insights Through Unstructured Data Mining.- SECTION III: Integrating Social Media for Marketing.- Chapter 9. Social Media Marketing, Corporate Social Responsibility, and Social Change in India.- Chapter 10. Future of Social CRM.-  Chapter 11. Sales Professionals’ Use of Social Media to Create and Deploy Social Capital in US and Indian Firms.- SECTION IV: Social Media Applications and Case Studies.- Chapter 12. Influence of Social Media Marketing on Healthcare and Automobile Sectors in India.- Chapter 13. A  Critical Analysis on Consumer Protection in Social Media Selling with Reference to Disclosures.- Chapter 14. Case Study: Portea.- Chapter 15. Case Study: QWICKCILVER.

Dr Githa S Heggde is Director, IFIM Business School. She is a corporate consultant on Marketing and Sales enhancement, Vice Chairperson, CII-Indian Women Network and in the board of CII Karnataka, Country Director, India, EuroMed Business Research Institute. Member editorial board of International Journal on Emerging markets, Emerald, Core member at the Centre for Emerging Markets, IIM, Lucknow, Faculty resource IIM Kozhikode, MDP apart from other holding distinguished positions is various professional bodies. She has over 27 years of teaching, consultancy and industrial experience. She has authored  books and articles on Applied Marketing, Social Media Marketing  and several case studies. Currently, she is member of Federation of Karnataka Chambers of Commerce and Industry. 

Professor Heggde was part of the team at “Global colloquium on participant centered learning” at Harvard Business School, Boston and worked on teaching with case studies and developing curriculum for management courses. Participated at the follow-on sessions at Shanghai.

She was invited by Pace University, New York, for lectures and discussions on pursuing collaborative research and Pepperdine University, Malibu. Conducted several training programs for senior marketing and sales executives at Airtel, ITC, Infosys, Murugappa group, Pricol, HDFC, Infosys, EY, Biocon and several leading companies. She has engaged in consultancy and research with companies such as Logitech, USA, iWatt, USA, Reliance, India, Adaptive marketing and many others. She had been a member of Association of Women Entrepreneurs of Karnataka, and Chairperson, Coimbatore chapter FICCI ladies organization during 2004-2006.

G. Shainesh, Professor of Marketing - IIM Bangalore, has over two decades of research and teaching experience. He has conducted research and teaching assignments at the Goteborg University (Sweden), University of St. Gallen (Switzer

Discusses the conceptual issues involved in social media and integrates them with marketing

Highlights the nuances of digital consumer behaviour

Examines the usage of social media to enhance the creation and appropriation of value in external customer relations with the help of selected case studies