Contemporary Issues in Social Media provides the most cutting edge findings in social media marketing through original chapters from a range of the world's leading specialists.

Table of Contents

• List of figures
• List of tables
• Acknowledgements
• Preface
• 1. Citizen relationship management by the Government of India through social media channels - Rajan Gupta, Saibal Pal and Sunil K. Muttoo
• 2. Academia goes social media, MOOC, SPOC, SMOC and SSOC: The digital transformation of higher education institutions and universities - Andreas Kaplan
• 3. Integrating community and relationship building into universities’ social media marketing: Implications from a case study - Jenny Hou
• 4. Social media marketing for B2B: From information to decision to retention - Roisin Vize and Monique Sherrett
• 5. Social media stakeholder co-creation of celebrities as human brands - Dave Centeno
• 6. Social recruitment: Investing in social currency - Arti Sharma and Arunava Ghosh
• 7. The struggle of the secrecy, safety and security of social media and smartphones - Ronald M. Zochalski, Jr
• 8. Creating, contributing and consuming behaviour: How rational and affective appeals in social media facilitate engagement - Rebecca Dolan, Jodie Conduit and John Fahy
• 9. Social media engagement and return on engagement - Ritu Srivastava
• 10. The consumer engagement/return on social media engagement interface: Development of a conceptual model - Linda D. Hollebeek and Birgit A. A. Solem
• 11. An unexpected journey: The influence of social media on consumer decision-making - Wolgang Weitzl and Clemens Hutzinger
• 12. Network based choice formation: A review in the context of online communities - Shameek Sinha and Sreyaa Guha
• 13. Creepy and intrusive: A consumer's perspective of online personalized communications - Arlonda Stevens and Casey Newmeyer
• 14. Social media measurement and monitoring - Mudra Mukesh and Anand Rao
• 15. Attitudes towards brands and advertisements: Qualitative and thematic analysis of social media data - Emmanuel Mogaji and Temitope Farinloye
• 16. Strategizing social media presence - Francesca Pucciarelli
• 17. Salient role and centrality of trust in social media marketing - Anil Bhat and Nirankush Datta
• 18. Trust relationships in social networks: A typology of strategies for communication between companies and their consumers - Zandra Balbinot and Sandrine Prom Tep
• 19. Like-influencer framework: A study of factors influencing click of ‘Like’ option by users on Facebook - Rashmi Sharma
• 20. Mechanisms for incentivizing and encouraging online social interactions – an experiment analysing the role of recommendations and rewards on advertisement sharing behaviour - William Feitosa and Delane Botelho
• 21. The rise of social media: Implications for emerging markets - Ogechi Adeola
• 22. Profiling youth on the basis of their motivations for social media political participation: Implications for political marketers - Devinder Pal Singh
• 23. Privacy and information trading on social media applications - Sandhya Narayanan and Richa Agrawal