Contemporary Issues in Social Media Marketing

Subir Bandyopadhyay, Bikramjit Rishi

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English

Routledge
03 February 2025

Advertising; Market research

Contemporary Issues in Social Media Marketing provides the most cutting-edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. This second edition has been fully updated with new features such as discussion questions, global case studies and examples, and material reflecting the key trends in the field, including:

The growth in user-generated content. The growing influence of AI in content creation, including virtual influencers. The development and utilization of social media analytics. The use of social media as the primary search engine. The relationship between social media and the customer experience of the brand.

Highly regarded for its breadth of topics, range of perspectives and research-based approach, this text is perfect recommended reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Contemporary Issues in Marketing and Strategic Marketing. It will also be valuable reading for academics in the field and reflective practitioners.

Edited by: Subir Bandyopadhyay, Bikramjit Rishi
Imprint: Routledge
Country of Publication: United Kingdom
Edition: 2nd edition
Dimensions: Height: 234mm, Width: 156mm,
Weight: 861g
ISBN: 9781032535708
ISBN 10: 1032535709
Pages: 360
Publication Date: 03 February 2025
Audience: College/higher education , Primary
Format: Hardback
Publisher's Status: Active

Subir Bandyopadhyay is a Marketing Professor at Indiana University Northwest, USA. He is a Senior Fulbright Fellow. Bikramjit Rishi is Professor in Marketing at the School of Management and Entrepreneurship (SME), Shiv Nadar Institution of Eminence (SNIoE), Delhi National Capital Region (NCR), India.

Reviews for Contemporary Issues in Social Media Marketing

"""I am delighted to review the Second Edition of the book, Contemporary Research in Social Media Marketing. Social media marketing is evolving rapidly, with influencers driving content and shaping consumer journeys. The book's first edition greatly contributed to social media literature. This second edition covers various exciting topics, such as TikTok changing norms and B2B companies leveraging social media for customer engagement, and contains many case studies, making it ideal as a textbook."" – Ranjan Kini, Professor of Management Information Systems, Indiana University Northwest ""Contemporary Issues in Social Media Marketing discusses digital marketing across different online approaches and tools. The book uncovers important digital marketing strategies and presents new avenues for research in modern marketing. The book contains many cases, making it ideal for students and business executives. – Yllka Azemi, Associate Professor of Marketing, Indiana University Northwest"