Contemporary issues in social media marketing

Cover -- Half Title -- Title Page -- Copyright Page -- Dedication Page -- Table of Contents -- List of Figures -- List of Tables -- Acknowledgements -- Preface -- Chapter 1 Citizen relationship management by the Government of India through social media channels -- Introduction -- Review of the literature -- Methodology -- Analysis -- Discussion and implications -- Conclusion -- References -- Chapter 2 Academia goes social media, MOC, SPOC, SMOC and SSOC: The digital transformation of higher education institutions and universities -- Introduction -- Higher education and its key challenges -- Social media as a means of overcoming the challenges threatening higher education -- The role of social media in the digital transformation of academia -- Conclusion -- References -- Chapter 3 Integrating community and relationship building into universities' social mediamarketing: Implications from a case study -- Introduction -- Marketing universities on social media or not? -- Why relationship marketing and community building? -- How can social media help? -- Methods -- Lack of social media marketing strategies and the reasons behind this -- Content production is still king -- Emerging tactics of community building -- Discussion and conclusion -- References -- Chapter 4 Social media marketing for B2B: From information to decision to retention -- Introduction -- Social media marketing adoption: the benefits and challenges from a B2B perspective -- Technology acceptance model: a B2B Web 2.0 perspective -- Strategy development and tactical implementation -- Stages of the buyer decision journey -- Performance measurement -- Measuring ROI: social media and sales -- Conclusion -- References -- Chapter 5 Social media stakeholderco-creation of celebrities as human brands -- Service-Dominant Logic in human brands -- Social media in co-creation -- Research inquiry