Maximizing Commerce and Marketing Strategies through Micro-Blogging

Maximizing Commerce and Marketing Strategies through Micro-Blogging

Janée N. Burkhalter (Saint Joseph’s University, USA) and Natalie T. Wood (Saint Joseph’s University, USA & Edith Cowan University, Australia)
Indexed In: SCOPUS
Release Date: May, 2015|Copyright: © 2015 |Pages: 380
ISBN13: 9781466684089|ISBN10: 1466684089|EISBN13: 9781466684096|DOI: 10.4018/978-1-4666-8408-9


The Internet is quickly becoming a commonly used tool for business-customer interaction. Social media platforms that were once typically reserved for personal use are now becoming a vital part of a business’s strategy.

Maximizing Commerce and Marketing Strategies through Micro-Blogging examines the various methods and benefits of using micro-blogs within a business context, bringing together the best tools and tactics necessary to properly incorporate this approach. Highlighting current empirical research and insights from various disciplines, this book is an essential reference source for academics, graduate students, social media strategists, and business professionals interested in the positive use of social media in business environments.

Topics Covered

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

  • Corporate Controversy
  • Customer Engagement
  • Customer Service Techniques
  • Data Acquisition and Analysis
  • Human Resource Management
  • Investment Advice
  • Performance Benchmarking
  • Tourism Services

Table of Contents and List of Contributors

Search this Book:

Author(s)/Editor(s) Biography

Janée N. Burkhalter (Ph.D. Georgia State University) is an Assistant Professor of Marketing at Saint Joseph’s University, USA. Her research interests include consumer relationships, entertainment and new media. Her work has appeared – or is due to appear – in journals such as Journal of Advertising, Journal of Marketing Communications, Business Horizons and the Journal of Promotion Management.
Natalie T. Wood (Ph.D., Auburn University) is Associate Professor of Marketing at both Saint Joseph’s University, USA and Edith Cowan University, Australia. Prof. Wood’s research interests include social media and consumer behavior. She has published in journals such as The Journal of Consumer Behaviour, Marketing Education Review, The International Journal of Internet Marketing and Advertising and Journal of Marketing Communications. She is the co-editor of Virtual Social Identity and Consumer Behavior published by M.E. Sharpe.