Managing Social Media Practices in the Digital Economy

Managing Social Media Practices in the Digital Economy

Shirin Alavi (Jaypee Institute of Information Technology, India) and Vandana Ahuja (Amity Business School, Amity University, Noida, India)
Release Date: December, 2019|Copyright: © 2020 |Pages: 312
ISBN13: 9781799821854|ISBN10: 1799821854|EISBN13: 9781799821878|DOI: 10.4018/978-1-7998-2185-4


Social media platforms are powerful tools that can help organizations to gather user preferences and build profiles of consumers. These sites add value to business activities, including market research, co-creation, new product development, and brand and customer management. Understanding and correctly incorporating these tools into daily business operations is essential for organizational success.

Managing Social Media Practices in the Digital Economy is an essential reference source that facilitates an understanding of diverse social media tools and platforms and their impact on society, business, and the economy and illustrates how online communities can benefit the domains of marketing, finance, and information technology. Featuring research on topics such as mobile technology, service quality, and consumer engagement, this book is ideally designed for managers, managing directors, executives, marketers, industry professionals, social media analysts, academicians, researchers, and students.

Topics Covered

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

  • Community Trust
  • Consumer Engagement
  • Content Generation
  • Maintaining Relationships
  • Marketing
  • Mobile Technology
  • Networking
  • Online Communities
  • Service Quality
  • Virtual Environments

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Shirin Alavi has about 13 years of experience across the academia and corporate sector. She is currently working as an Assistant Professor with Jaypee Institute of Information Technology, Noida. She has earlier worked with the Standard Chartered Bank and has work experience in the domain of CRM operations and International Business and Marketing. She has conducted research in the domains of customer relationship management, online communities, marketing, social media and mobile apps and has several years of research experience. She has published several manuscripts in International and National Journals and also serves on the Editorial Review Board of International Journals. She has completed one PhD guidance and is guiding PhD students in the domain of digital marketing, green marketing and consumer behaviour. She is member of NBA and NAAC accreditation committee of the institute.
Vandana Ahuja works as a Professor at Amity Business School, Amity University and has over 20 years of experience. Prior to Amity, she has worked with Jaypee Business School and IILM as a faculty where she has researched the domain of the collaborative web, with focus on its contributions to the fields of Marketing and CRM and has several years of research experience. She has published several manuscripts in International and National Journals and also serves on the Editorial Board of several International scopus indexed Journals as an Associate Editor, Guest Editor and Editorial Review Board member. These include Journal of Global Marketing (Taylor and Francis), Procedia Computer Science (Elsevier), International Journal of Human Capital and Information Technology Professionals(IGI Global), International Journal of Computers, Communication and Control, International Journal of Management Practise (Inderscience), International Journal of Information Technology and Management (Inderscience). At Jaypee Business School, she was Area-Chair, Marketing and Program Director and taught Sales and Distribution Management, Social Media and E-Marketing, and Services Marketing. She has organised and chaired several National and International conferences and has guided PhD students in the domain of CRM, Branding and Online Marketing. At IILM, she was Dean-Research, and was instrumental in introducing the practice of combining faculty teaching and research by sharing of perspectives, paradigms and debates in the regular pedagogical practices of the faculty in the classrooms and was the head of the accreditation processes for NBA and AACSB. She has authored several books, the most significant being her textbook on Digital Marketing, published by Oxford University Press.