Social Media Marketing Emerging Concepts and Applications

Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, government and businesses. Researchers and marketers
are grappling with the profound impact of the rapidly evolving social
media on viral user-generated content, its impact on shaping consumer
perceptions and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The increasing opportunities to listen to customers 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, real-time, to these
conversations. This requires a huge shift in the way marketing functions
engage and dialogue with customers.
Our book focuses on the role of social media as the next big game
changer. We had hosted the first international conference on ‘Social Media
Marketing in Emerging markets’ as a platform to bring together a distinguished panel of speakers from academia and the corporate world. The
conference provided a forum for practitioners and researchers to discuss,
debate and share their insights and research findings. This book is a collection of selected papers submitted by researchers and managers and offers
additional inputs from corporate experts and business leaders who have
shared case studies. It focuses on the impact of social media on marketing,
from brand building, communications, and advertising to customization
and customer engagement.
The book is divided into four sections