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

Dr. Vandana Ahuja has over 18 years of experience across the corporate sector and academia.She is the author of the book on Digital Marketing - published by Oxford University Press.She has worked with the IT Arm of the Jaypee Group and NIIT, India where she was responsible for Business Development and Marketing for Corporate Training Programmes. She has been actively researching the domain of the collaborative web, with focus on itscontributions to the fields of Marketing and CRM and has several years of research experience. She has published several manuscripts in International and National Journals. She also serves on the Editorial Board of several International Journals. At Jaypee Business School, she is the Area-Chair, Marketing and teaches Sales and Distribution Management, Social Media and E-Marketing, and Services Marketing. She has organised one National and one International Conference and is now the Conference co-chair for the International Conference on Information Technology and Quantitative Management, 2017 being jointly organised by IAITQM and JBS.