Social media are becoming ubiquitous and need to be managed like all other forms of
media that organizations employ to meet their goals. However, social media are …

Marketers are being inundated with social media metrics, but there is little consensus on
what one should be measuring, let alone how these measures inform marketing strategy …

The only guide devoted exclusively to social media metrics Whether you are selling online,
through a direct sales force, or via distribution channels, what customers are saying about …

Purpose–This paper aims to investigate what activities allow the firm to efficiently and
effectively integrate social media into its strategic marketing activities. Design/methodology …

Purpose As organisations are increasing their investment in social media marketing (SMM),
evaluation of such techniques is becoming increasingly important. The purpose of this paper …

Marketing environment has changed due to the advent of the internet, the subsequent
globalization and the hence ensuing greater competition. These environmental dynamics …

The original, bestselling, and award-winning textbook on social media marketing, featuring
all the essential topics, concepts, research, and practical application for study and career …

The widespread use of social media as a marketing tool during the last decade has been
responsible for attracting a significant volume of academic research, which, however, can be …

As social media continue to gain in popularity, marketers are searching for a firm foundation
on which to base their strategic decisions regarding how to employ social media to engage …

Because it appeared quickly, social media has developed a reputation by some for being a
passing marketing interest, and therefore, an unprofitable one. The statistics, however …