Pub Date : 1900-01-01DOI: 10.4018/978-1-5225-6307-5.CH019
Ismail Erkan, Mehmet Gokerik, Fulya Acikgoz
The advent of Facebook brought a new aspect for advertising since it allows ads to reach more targeted users on the internet. However, although the ads on Facebook have been found influential on consumers' purchase intentions, the possible impacts on brands have been relatively neglected. The purpose of this research is therefore to investigate the impacts of Facebook ads on brand image, brand awareness, and brand equity. With this purpose, a conceptual model was developed based on the advertising value model (AVM). The research model was tested by means of structural equation modelling (SEM) with the help of surveys applied for 194 university students. The results support the proposed model and confirm that Facebook ads play an important role on brand image, brand awareness, and brand equity. Theoretical and practical implications are discussed.
{"title":"The Impacts of Facebook Ads on Brand Image, Brand Awareness, and Brand Equity","authors":"Ismail Erkan, Mehmet Gokerik, Fulya Acikgoz","doi":"10.4018/978-1-5225-6307-5.CH019","DOIUrl":"https://doi.org/10.4018/978-1-5225-6307-5.CH019","url":null,"abstract":"The advent of Facebook brought a new aspect for advertising since it allows ads to reach more targeted users on the internet. However, although the ads on Facebook have been found influential on consumers' purchase intentions, the possible impacts on brands have been relatively neglected. The purpose of this research is therefore to investigate the impacts of Facebook ads on brand image, brand awareness, and brand equity. With this purpose, a conceptual model was developed based on the advertising value model (AVM). The research model was tested by means of structural equation modelling (SEM) with the help of surveys applied for 194 university students. The results support the proposed model and confirm that Facebook ads play an important role on brand image, brand awareness, and brand equity. Theoretical and practical implications are discussed.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"247 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"128291868","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.
由于消费者的形象和消费习惯发生了巨大变化，数字经济已成为企业和国家的优先事项。公司已经开始将他们提供的服务转移到互联网上。此外，数字经济在个人、社区、公司和市场之间建立了网络。随着数字化的发展，不仅消费者的形象发生了变化，营销工具也发生了变化。社交媒体营销(Social media marketing，简称SMM)就是这种趋势的产物，是通过社交媒体渠道进行的营销。因此，本章考察了社交媒体在企业对消费者(B2C)和企业对企业(B2B)环境中的使用。此外，作者还关注了B2C和B2B背景下SMCs采用的差异。
{"title":"A Literature Review of Social Media for Marketing","authors":"Bahtışen Kavak, Neslişah Özdemir, Gülay Erol-Boyacı","doi":"10.4018/978-1-7998-2185-4.ch004","DOIUrl":"https://doi.org/10.4018/978-1-7998-2185-4.ch004","url":null,"abstract":"Digital economy has become a priority for companies and countries since consumer profile and consumption habits have greatly changed. Companies have begun to transfer the services they offer to the Internet. Also, a digital economy creates networks amongst individuals, communities, companies, and markets. With digitalization, not only have consumers' profiles changed, but marketing tools have changed as well. Social media marketing (SMM) is the product of this trend and is marketing through social media channels (SMCs). Therefore, this chapter examines social media use within business-to-consumer (B2C) and business-to-business (B2B) contexts. Moreover, the authors focus on the differences of SMCs adoption in B2C and B2B contexts.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"27 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"133769052","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-5225-2823-4.CH004
Veronica R. Dawson
This chapter traces the concept of organizational identity in organization theory and places it in the social media context. It proposes that organizational communication theories intellectually based in the “linguistic turn” (e.g., the Montreal School Approach to how communication constitutes organizations, communicative theory of the firm) are well positioned to illuminate the constitutive capabilities of identity-bound interaction on social media. It suggest that social media is more than another organizational tool for communication with stakeholders in that it affords interactants the opportunity to negotiate foundational organizational practices: organizational identity, boundaries, and membership, in public. In this negotiative process, the organizing role of the stakeholder is emphasized and legitimized by organizational participation and engagement on social media platforms. The Montreal School Approach's conversation–text dialectic and the communicative theory of the firm's conceptualization of organizations as social, are two useful concepts when making sense of organization–stakeholder interaction in the social media context.
{"title":"Organizing, Organizations, and the Role of Social Media Conversations","authors":"Veronica R. Dawson","doi":"10.4018/978-1-5225-2823-4.CH004","DOIUrl":"https://doi.org/10.4018/978-1-5225-2823-4.CH004","url":null,"abstract":"This chapter traces the concept of organizational identity in organization theory and places it in the social media context. It proposes that organizational communication theories intellectually based in the “linguistic turn” (e.g., the Montreal School Approach to how communication constitutes organizations, communicative theory of the firm) are well positioned to illuminate the constitutive capabilities of identity-bound interaction on social media. It suggest that social media is more than another organizational tool for communication with stakeholders in that it affords interactants the opportunity to negotiate foundational organizational practices: organizational identity, boundaries, and membership, in public. In this negotiative process, the organizing role of the stakeholder is emphasized and legitimized by organizational participation and engagement on social media platforms. The Montreal School Approach's conversation–text dialectic and the communicative theory of the firm's conceptualization of organizations as social, are two useful concepts when making sense of organization–stakeholder interaction in the social media context.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"5 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"129455031","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-9020-1.ch001
T. Alizadeh, Reza Farid, Laura Willems
This chapter explores social media's potential to enhance public involvement to pursue sustainable practices on an international scale across planning and development projects. Using a case-study approach, the international institutions of the World Bank, UN-Habitat, Unilever, and World Business Council for Sustainable Development are investigated. The relationship between public versus the institutions' intake on sustainability is examined. Findings identify strong public push for increased sustainability in international development and show evidence of the ways in which international institutions respond to the public. Contributing to the social media research field, it offers an alternative application to the planning profession via e-planning. This could contribute to an extended form of public engagement through social media that goes beyond the limiting geographical borders of each local community, and assesses planning and development projects for their broader sustainability implications on an international platform.
{"title":"The Role of Social Media in Public Involvement","authors":"T. Alizadeh, Reza Farid, Laura Willems","doi":"10.4018/978-1-7998-9020-1.ch001","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch001","url":null,"abstract":"This chapter explores social media's potential to enhance public involvement to pursue sustainable practices on an international scale across planning and development projects. Using a case-study approach, the international institutions of the World Bank, UN-Habitat, Unilever, and World Business Council for Sustainable Development are investigated. The relationship between public versus the institutions' intake on sustainability is examined. Findings identify strong public push for increased sustainability in international development and show evidence of the ways in which international institutions respond to the public. Contributing to the social media research field, it offers an alternative application to the planning profession via e-planning. This could contribute to an extended form of public engagement through social media that goes beyond the limiting geographical borders of each local community, and assesses planning and development projects for their broader sustainability implications on an international platform.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"21 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121214494","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-9020-1.ch010
R. Boateng, Edna Owusu-Bempah, Eric Ansong
The Absorptive Capacity Theory was used as the theoretical lens for this study to help analyze how organizations absorb new knowledge using social media tools and applications. A survey of fashion designers and employees numbering 196 was carried out in 55 fashion firms whereas two fashion firms were used in a case study. Data analysis was performed using the Structural Equation Modelling. The findings from the study suggest that Ghanaian fashion designers do not intensively use social media to assimilate knowledge but rather to acquire, transform and exploit knowledge. The popular social media applications include; Facebook, Twitter, and Instagram. Facebook, for instance, is used on a daily basis by most Ghanaian fashion designers. Fashion designers use social media to acquire, transform and exploit knowledge through research, interaction, communication, and marketing with suppliers, customers, and other fashion designers. Future research can extend this work by looking at organizational learning and social media use in a different industry.
{"title":"An Absorptive Capacity Perspective of Organizational Learning Through Social Media","authors":"R. Boateng, Edna Owusu-Bempah, Eric Ansong","doi":"10.4018/978-1-7998-9020-1.ch010","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch010","url":null,"abstract":"The Absorptive Capacity Theory was used as the theoretical lens for this study to help analyze how organizations absorb new knowledge using social media tools and applications. A survey of fashion designers and employees numbering 196 was carried out in 55 fashion firms whereas two fashion firms were used in a case study. Data analysis was performed using the Structural Equation Modelling. The findings from the study suggest that Ghanaian fashion designers do not intensively use social media to assimilate knowledge but rather to acquire, transform and exploit knowledge. The popular social media applications include; Facebook, Twitter, and Instagram. Facebook, for instance, is used on a daily basis by most Ghanaian fashion designers. Fashion designers use social media to acquire, transform and exploit knowledge through research, interaction, communication, and marketing with suppliers, customers, and other fashion designers. Future research can extend this work by looking at organizational learning and social media use in a different industry.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"19 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121570005","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-5225-7344-9.CH014
Tereza Semerádová, P. Weinlich
This chapter demonstrates how to assess the performance of organic and sponsored activities on Facebook using the data available in Facebook Ads Manager, Facebook Page Insights, and Google Analytics. The main aim of the proposed ROI calculation model is to connect common social media marketing objectives with the analytical information available. The main emphasis is put on the technical aspect of ad performance assessment. The authors explain how the Facebook attribution system and post-impression algorithm work, describe the relation between advertising goals and metrics displayed as achieved campaign results, and demonstrate how to derive ROI indexes from different Facebook conversions. The chapter also includes a practical example how to calculate current and future value of ongoing ads.
{"title":"Calculation of Facebook Marketing Effectiveness in Terms of ROI","authors":"Tereza Semerádová, P. Weinlich","doi":"10.4018/978-1-5225-7344-9.CH014","DOIUrl":"https://doi.org/10.4018/978-1-5225-7344-9.CH014","url":null,"abstract":"This chapter demonstrates how to assess the performance of organic and sponsored activities on Facebook using the data available in Facebook Ads Manager, Facebook Page Insights, and Google Analytics. The main aim of the proposed ROI calculation model is to connect common social media marketing objectives with the analytical information available. The main emphasis is put on the technical aspect of ad performance assessment. The authors explain how the Facebook attribution system and post-impression algorithm work, describe the relation between advertising goals and metrics displayed as achieved campaign results, and demonstrate how to derive ROI indexes from different Facebook conversions. The chapter also includes a practical example how to calculate current and future value of ongoing ads.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"1 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122449925","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-5225-7344-9.CH003
Guida Helal, Wilson Ozuem
The active presence of fashion brands online serves as a channel for customers to connect with brands for different intentions. This connection acts as an outlet customers employ in furthering social identity through brand associations. Brand perceptions are accordingly formed among consumers based on the promised functional and symbolic benefits consumption of that brand guarantees. Social media has assumed an integral role in fostering brand-customer relationships that ultimately augment social identity. The following chapter examines the role social media has played on brand perceptions in the fashion apparel and accessories industry from a social identity theory perspective. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programs.
{"title":"Social Media and Social Identity in the Millennial Generation","authors":"Guida Helal, Wilson Ozuem","doi":"10.4018/978-1-5225-7344-9.CH003","DOIUrl":"https://doi.org/10.4018/978-1-5225-7344-9.CH003","url":null,"abstract":"The active presence of fashion brands online serves as a channel for customers to connect with brands for different intentions. This connection acts as an outlet customers employ in furthering social identity through brand associations. Brand perceptions are accordingly formed among consumers based on the promised functional and symbolic benefits consumption of that brand guarantees. Social media has assumed an integral role in fostering brand-customer relationships that ultimately augment social identity. The following chapter examines the role social media has played on brand perceptions in the fashion apparel and accessories industry from a social identity theory perspective. The chapter focuses on theoretical implications and managerial implications. The concluding section offers some significant roles that social media and social identity may play in keeping up with the design and development of marketing communications programs.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"136 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"122755147","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-9020-1.ch059
M. Naim, Usha Lenka
The study examines the influence of social media on Gen Y employees' engagement. Hypotheses are developed to explain the influence of social media on Gen Y employees' engagement. A sample of 256 Indian Gen Y employees from IT industry participated in the survey. Structural equation modeling is used to test the research hypotheses. Findings reveal that social media has a significant positive effect on Gen Y employees' engagement. It is revealed that social media moderates the relationship of HR practices (communication, collaboration; knowledge sharing and recognition) and engagement in Gen Y employees. While the scope of this study is limited to IT industry and results may not generalize to different industries in different regions. Hence, future studies should test the given hypotheses in different industries of different regions. The findings suggest that organizations should incorporate social media into their HR strategy. The study is one of the first to date, to empirically test the effect of social media on Gen Y employee engagement.
{"title":"Investigating the Impact of Social Media on Gen Y Employees' Engagement","authors":"M. Naim, Usha Lenka","doi":"10.4018/978-1-7998-9020-1.ch059","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch059","url":null,"abstract":"The study examines the influence of social media on Gen Y employees' engagement. Hypotheses are developed to explain the influence of social media on Gen Y employees' engagement. A sample of 256 Indian Gen Y employees from IT industry participated in the survey. Structural equation modeling is used to test the research hypotheses. Findings reveal that social media has a significant positive effect on Gen Y employees' engagement. It is revealed that social media moderates the relationship of HR practices (communication, collaboration; knowledge sharing and recognition) and engagement in Gen Y employees. While the scope of this study is limited to IT industry and results may not generalize to different industries in different regions. Hence, future studies should test the given hypotheses in different industries of different regions. The findings suggest that organizations should incorporate social media into their HR strategy. The study is one of the first to date, to empirically test the effect of social media on Gen Y employee engagement.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"427 2 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115312459","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-5225-7208-4.CH011
Sebin B. Nidhiri, Sakshi Saxena
Risk and uncertainty are disliked but inevitable. The nature of these has changed and new sources of risk have risen. To mitigate risk and maintain financial stability, the firms need to adapt. The world wide web and, within it, social media have had tremendous growth and wide coverage lately, making them determining forces in any economic activity. This has led to generation of large amount of data on myriad concerns. Recent developments in computing technology has thrown open the possibility of mining useful information from the enormous and dynamic data. The chapter outlines the growth of social media and social media analytics and its financial implications to businesses, consumers, and governments. It details how risk management and social media, two domains earlier considered more diverged than chalk and cheese are now inextricably linked and explains using various cases how social media analytics is used to manage risk and uncertainty. The authors also look at the emerging challenges with these developments.
{"title":"Social Media Analytics for Maintaining Financial Stability","authors":"Sebin B. Nidhiri, Sakshi Saxena","doi":"10.4018/978-1-5225-7208-4.CH011","DOIUrl":"https://doi.org/10.4018/978-1-5225-7208-4.CH011","url":null,"abstract":"Risk and uncertainty are disliked but inevitable. The nature of these has changed and new sources of risk have risen. To mitigate risk and maintain financial stability, the firms need to adapt. The world wide web and, within it, social media have had tremendous growth and wide coverage lately, making them determining forces in any economic activity. This has led to generation of large amount of data on myriad concerns. Recent developments in computing technology has thrown open the possibility of mining useful information from the enormous and dynamic data. The chapter outlines the growth of social media and social media analytics and its financial implications to businesses, consumers, and governments. It details how risk management and social media, two domains earlier considered more diverged than chalk and cheese are now inextricably linked and explains using various cases how social media analytics is used to manage risk and uncertainty. The authors also look at the emerging challenges with these developments.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"23 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"115387128","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 1900-01-01DOI: 10.4018/978-1-7998-9020-1.ch071
Margaret C. Stewart, Maria Atilano, Christa L. Arnold
In the dynamic world of social media strategy, developing an effective approach to customer relationship management (CRM) online is challenging. With best practices for CRM on social media still being uncovered, the value of social listening is becoming recognizable in contemporary social CRM. This chapter presents a case study that shares the actions, insights, and experiences of using social media for CRM at the academic library at a mid-size American university located in northeast Florida. Using specific examples of how social media is used to engage in social listening and to enhance CRM, the social listening practices and social media strategy of this library are highlighted in relation to how they influence and potentially improve CRM. By examining the practices of this individual institution's library, a better understanding of how academic libraries engage with customers using social media as a CRM platform comes to light. In addition, ideas for future research on the intersection of social listening, CRM, and social media strategy are discussed.
{"title":"Improving Customer Relationship Management Through Social Listening","authors":"Margaret C. Stewart, Maria Atilano, Christa L. Arnold","doi":"10.4018/978-1-7998-9020-1.ch071","DOIUrl":"https://doi.org/10.4018/978-1-7998-9020-1.ch071","url":null,"abstract":"In the dynamic world of social media strategy, developing an effective approach to customer relationship management (CRM) online is challenging. With best practices for CRM on social media still being uncovered, the value of social listening is becoming recognizable in contemporary social CRM. This chapter presents a case study that shares the actions, insights, and experiences of using social media for CRM at the academic library at a mid-size American university located in northeast Florida. Using specific examples of how social media is used to engage in social listening and to enhance CRM, the social listening practices and social media strategy of this library are highlighted in relation to how they influence and potentially improve CRM. By examining the practices of this individual institution's library, a better understanding of how academic libraries engage with customers using social media as a CRM platform comes to light. In addition, ideas for future research on the intersection of social listening, CRM, and social media strategy are discussed.","PeriodicalId":302726,"journal":{"name":"Research Anthology on Strategies for Using Social Media as a Service and Tool in Business","volume":"50 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"131571244","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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