Contemporary Issues in Social Media Marketing

Subir Bandyopadhyay is Professor of Marketing at the School of Business & Economics, Indiana University Northwest, USA. Bikramjit Rishi is Professor of Marketing Management at Shiv Nadar University, India.

Preface. 1. Social media marketing: Trends and challenges 2. Aspects of social media engagement for luxury brands: A case study approach 3. Unleashing the potential: How influencers drive digital content marketing 4. Social media usage in the B2B context 5. Promoting Social Marketing on Social Media: Using TikTok as an engaging platform to reduce food waste 6. Optimizing user engagement: The synergy of social media marketing and UI/UX design 7. Consumer journey in a social media world 8. Connecting brands and influencers: The case of the Irish blogger agency 9. Mapping B2B customer journey through social media marketing 10. Exploring the impact of para-social interaction: The consumer journey in a social media world with a focus on virtual influencers 11. Transitioning from CRM to Social CRM in the healthcare industry 12. Consumer persuasion by chatbots: An integrative model of social influence 13. The impact of generational differences on target audience identification in social media marketing 14. Social media's role in customer experience creation: User-generated content quality vs. firm-generated content quality 15. Augmenting the analyst: Artificial Intelligence in the age of social media big data 16. Leveraging the role of social media platform data in enhancing the effect of cause-related marketing 17. social media renaissance with audio content: bolstering a personalized approach 18. Influencer marketing and customer engagement through social media: A promising avenue in a new normal 19. Perceived source credibility of social media influencers and consumer attitudes towards the brand: An exploratory study of differences between India and the United States