Managing Social Media and Consumerism: The Grapevine Effect in Competitive Markets

by Rajagopal

Palgrave Macmillan | September 20, 2013 | Kobo Edition (eBook)

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The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contributed to by the social media through word-of-mouth that stretches throughout the market irrespective of the various measures taken by firms to build their brand and competitive posture. This volume categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements. There are many types of grapevines that are developed in various niches which stem from emotion, sensitivity, personality, assumptions, experiences, and social conventions. Through an examination of this functional phenomenon of the grapevines and their effect, and by citing examples of various companies, Managing Social Media and Consumerism discusses the best ways to define a social media plan.

Format: Kobo Edition (eBook)

Published: September 20, 2013

Publisher: Palgrave Macmillan

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1137281936

ISBN - 13: 9781137281937

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Managing Social Media and Consumerism: The Grapevine Effect in Competitive Markets

by Rajagopal

Format: Kobo Edition (eBook)

Published: September 20, 2013

Publisher: Palgrave Macmillan

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 1137281936

ISBN - 13: 9781137281937

From the Publisher

The social media and spread of communication through various social networks form the communication grapevine. This is an emerging informal channel of business communication and a critical element in building the posture of a firm in a competitive marketplace. The grapevine effect is contributed to by the social media through word-of-mouth that stretches throughout the market irrespective of the various measures taken by firms to build their brand and competitive posture. This volume categorically reviews the theories of communication, best practices in social media and previous research, and analyzes the corporate involvement towards strategic and tactical stewardship in serving customer-centric business requirements. There are many types of grapevines that are developed in various niches which stem from emotion, sensitivity, personality, assumptions, experiences, and social conventions. Through an examination of this functional phenomenon of the grapevines and their effect, and by citing examples of various companies, Managing Social Media and Consumerism discusses the best ways to define a social media plan.
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