Harnessing the Power of Social Media and Web Analytics

Harnessing the Power of Social Media and Web Analytics

Anteneh Ayanso (Brock University, Canada) and Kaveepan Lertwachara (California Polytechnic State University, USA)
Indexed In: SCOPUS View 1 More Indices
Release Date: February, 2014|Copyright: © 2014 |Pages: 305
ISBN13: 9781466651944|ISBN10: 1466651946|EISBN13: 9781466651951|DOI: 10.4018/978-1-4666-5194-4


Social media has opened several new marketing channels to assist in business visibility as well as provide real-time customer feedback. With the emergence of new internet technologies, businesses are increasingly recognizing the value of social media and web presence in the promotion of their products and services.

Harnessing the Power of Social Media and Web Analytics documents high-quality research to empower businesses to derive intelligence from social media sites. These emerging technological tools have allowed businesses to quantify, understand, and respond to customers’ conversations about their corporate reputation and brands within online communities. This publication is ideal for academic and professional audiences interested in applications and practices of social media and web analytics in various industries.

Topics Covered

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

  • Measuring Customer Retention Costs
  • Measuring Social Customer Acquisition
  • Online Brand Monitoring
  • Segmentation Techniques
  • Social Analytics
  • Social Media

Reviews and Testimonials

In this volume, management, marketing, and computer science specialists, as well as other researchers from North America, New Zealand, India, and Europe, contribute 11 chapters on theories, techniques, and models of social media and web analytics for businesses. They detail the various analytical applications available to social media marketers, including online marketing strategies that can be enhanced by social media and web analytics; emerging trends, opportunities, and challenges involving social media; the effects of social media participation on consumer purchase behavior; and how three Indian firms implemented social media marketing strategies.

– Eithne O'Leyne, Editor, ProtoView

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Anteneh Ayanso is an Associate Professor of Information Systems at Brock University. He received his PhD in information systems from the University of Connecticut and a MBA from Syracuse University. He is also certified in Production and Inventory Management (CPIM) by APICS. His research interests are in data management, business analytics, electronic commerce, and electronic government. His current related studies include topics such as search engine advertising, the role of social media technologies and applications in the commercial as well as public sector, and methods for profiling and measuring ICT positions and e-government readiness of world nations. He has published many articles in leading journals such as European Journal of Operational Research, Decision Sciences, Decision Support Systems, Journal of Database Management, Communications of the AIS, International Journal of Electronic Commerce, Journal of Computer Information Systems, Government Information Quarterly, AIS Transactions on Human-Computer Interaction, Information Technology for Development, and in proceedings of major international conferences in information systems and related fields. He currently serves as editorial review board member of the Journal of Database Management, International Journal of Convergence Computing, and International Journal of Electronic Commerce and regularly reviews articles for many leading journals in information systems and related fields.
Kaveepan Lertwachara is a Professor of Information Systems and Chair of the Management, HR, and Information Systems Area at the Orfalea College of Business, California Polytechnic State University, San Luis Obispo. He received his Ph.D. in Operations and Information Management from the University of Connecticut. He earned his MBA with an emphasis in Management Information Systems from Westminster College. He also holds a Bachelor of Science degree in Physics with a minor in Computer Engineering from King Mongkut’s Institute of Technology, Thailand. Dr. Lertwachara has done extensive research on technology-based innovation in retail services, electronic commerce, online social networks, and health care informatics. Some of his recent scholarly work includes research on electronic health records, peer-to-peer computing, online digital content and copyright issues, online retailing, and Web 2.0. His research has been internationally recognized and published in scholarly books and leading academic journals such as Communications of the Association for Information Systems, Decision Support Systems, Electronic Commerce Research and Applications, Information Technology for Development, International Journal of Human-Computer Studies, Journal of Computer Information Systems, Journal of Law and Economics, Journal of Management Information Systems and Management Science. He has also interacted closely with the business community. In 2007, he was selected by the Boeing Company as a Welliver faculty fellow where he conducted workshops on knowledge management and online collaboration. Before starting his academic career, Dr. Lertwachara worked in the healthcare and IT industries in both public and private sectors.