Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities

Gordon Bowen (Regent’s University, UK) and Wilson Ozuem (University of Gloucestershire, UK)
Indexed In: SCOPUS
Release Date: October, 2014|Copyright: © 2015 |Pages: 406
ISBN13: 9781466665958|ISBN10: 1466665955|EISBN13: 9781466665965|DOI: 10.4018/978-1-4666-6595-8


For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in today’s business world.

Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.

Topics Covered

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

  • Competitive Advantage
  • Consumer Behavior
  • Digital Engagement
  • Digital Marketing Communications
  • Future Trends in Social Networks
  • Retail Store Front
  • Stakeholder Interaction
  • Web Analytics

Reviews and Testimonials

Designed as a reference for academics, managers, and marketing professionals, and a textbook for marketing students, this book looks at the use of the Internet, particularly social media, as a marketing tool. It focuses on qualitative research. U.S. and other readers should note that the book and its authors are academics in the UK, with a few contributions from Australia. Section one looks at mediated marketing theory and social media. Section two looks at social landscape and marketing development (a chapter on “transition countries” has a co-author from Kosovo). Section three looks at convergences between marketing's push to notice brands and buy, and people's strong involvement with social media. A chapter on online gambling positively considers the compulsive potential of gambling for money, social media, and marketing.

– ProtoView Book Abstracts (formerly Book News, Inc.)

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Gordon Bowen has a Doctorate in Business. He is an Associate Lecturer at various universities and higher education institutions, including University of Gloucestershire, Regent’s University London, and Greenwich School of Management London. 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.
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, Social Responsibility Journal, International Journal of Applied Behavioural Economics and Business Law. Dr. Ozuem teaches in a number of UK universities, including University of Gloucestershire, the University of Hertfordshire, the University of West London, GSM, CAPA Education (London). Dr. Wilson holds a visiting professorial fellowship at the faculty of Economy and Agribusiness, Agricultural University of Tirana (Albania). He currently 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 organizations. He received his BA in Business from the University of Portsmouth, MA Marketing from University of 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.