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

Hardcover | September 20, 2013

by. Rajagopal

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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.

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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-...

Dr. Rajagopal is Professor of Marketing at EGADE Business School of Monterrey Institute of Technology and Higher Education (ITESM), Mexico City Campus, Mexico, and Fellow of the Royal Society for Encouragement of Arts, Manufacture and Commerce, London. He is also Fellow of the Chartered Management Institute, and Fellow of Institute of...

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Format:HardcoverDimensions:280 pages, 9.7 × 5.64 × 1.02 inPublished:September 20, 2013Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:113728191X

ISBN - 13:9781137281913

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Extra Content

Table of Contents

PART I: EVOLUTION OF SOCIAL MEDIA
1. Shifts in Marketing Communication
2. Market Communication and Grapevines
3. Strategic Planning with Social Media
PART II: ANALYSIS OF SOCIAL MEDIA EFFECTS
4. Social Marketing
5. Digital communities
6. Social Media for Consumer Insight
7. Social Media Metrics
8. Technology and Media Effectiveness
PART III: THE SYNTHESIS
9. The Human Factors
10. Communication and Conflicts
11. Globalization and Consumer Behavior

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