Competitive Social Media Marketing Strategies

Competitive Social Media Marketing Strategies

Wilson Ozuem (University of Gloucestershire, UK) and Gordon Bowen (Regent's University London, UK)
Indexed In: SCOPUS
Release Date: February, 2016|Copyright: © 2016 |Pages: 317
ISBN13: 9781466697768|ISBN10: 1466697768|EISBN13: 9781466697775|DOI: 10.4018/978-1-4666-9776-8


Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence.

Competitive Social Media Marketing Strategies presents a critical examination on the integration of social networking platforms into business tactics and the challenges presented by consumers’ use of these online communities. Highlighting pivotal issues such as brand management, customer loyalty, and online services, this publication is a pivotal reference source for business managers, professionals, advanced-level students, and consultants interested in the latest research on the use of digital media tools for business opportunities.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Customer Retention
  • Customer Value
  • Industry Applications
  • Mobile Applications
  • Online Service Failures
  • Stakeholder Engagement
  • User-Generated Content

Reviews and Testimonials

Business and engineering specialists from the UK, Australia, Tunisia, Pakistan, and Thailand present 12 chapters on the use of social media in marketing. They discuss digital marketing for affinity marketing; the role of social media in dialogue marketing and management as a local area marketing technique in franchises; the effect of user-generated content on perceived customer value; customer relationship management and social media tools, focusing on Facebook; and more.

– ProtoView Reviews

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Wilson Ozuem is Associate Professor of Digital Marketing at Regent’s University London (UK). His research interests include the implications of information technology for decision making by marketers and consumers. The results of his research have been published in scholarly journals and international conference papers, including European Journal of Marketing, Journal of Strategic Marketing, Journal of Information Technology and Management, Education + Training. Dr. Ozuem teaches in a number of UK universities, including University of Gloucestershire, University of Hertfordshire, University of West London, University of East London, Lincoln University, CAPA: The Global Education Network (London). Dr. Wilson holds a visiting professorial fellowship at the University of Tirana (Albania). Currently, he teaches MSc and MBA courses in marketing communications, Internet marketing, research methodology, and marketing management. He is a Fellow of the Chartered Institute of Marketing (FCIM) and has worked as a marketing consultant for several companies and organisations. He received his BA in Business from the University of Portsmouth, MA Marketing from University West London, MBA from London Metropolitan University, MEd (Educational leadership and Management) from Open University (UK), Doctorate from Anglia Ruskin University, and Postgraduate Degree in Educational Research from University of Cambridge.
Gordon Bowen has a Doctorate in Business (University of Hull) and is a Chartered Marketer from the Chartered Institute of Marketing (UK). He is an Associate Lecturer at various universities and higher education institutions, including University of Gloucestershire, Regent’s University London, Ulster University, University of Hertfordshire and Grenoble Graduate Business School. His research interests are strategy, marketing, digital marketing, and SMEs, and he supervises PhD and DBA students in these areas. Gordon has held senior positions in the telecommunications industry, including strategy development, business development and training. He has also advised SMEs on business matters.