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Table of Contents
Intro
Contents
Social Marketing and Social Media Applications
Assessment of the Perception of Usage of Facebook as a Business Tool in SMEs Through the Technological Acceptance Model (TAM) and Structural Equation Modeling
1 Introduction
2 State of the Art
2.1 Social Networks
2.2 Technology Acceptance Model
3 Method
4 Results
4.1 Results Analysis
5 Conclusions and Limitations
References
Digital Marketing Strategies and the Impact on Customer Experience: A Systematic Review
1 Introduction
2 Research Objectives
3 Literature Review
3.1 Customer Experience
3.2 Digital Marketing
4 Research Method
4.1 Research Question
4.2 Search Process
4.3 Selection Process
4.4 Exclusion and Inclusion Benchmarks
4.5 Quality Evaluation
4.6 Data Extraction
5 Results and Discussion
5.1 Overview of the Publications
5.2 Marketing Activities and Related Digital Strategies
5.3 Digital Marketing Strategies
5.4 Market Segmentation in the Digital Era and Customer Experience
6 Discussion
7 Threats to Internal and External Validity
8 Conclusion
References
Effects of Social Media Marketing on Consumer Perception in Liverpool, UK
1 Introduction
1.1 Problem Statement
1.2 Purpose
1.3 Research Objective
1.4 Research Questions
2 Conceptual Framework and Hypotheses Development
2.1 Social Media Marketing
2.2 Promotional Marketing
2.3 Door to Door Marketing
2.4 Consumer Perception
2.5 Research Hypothesis
2.6 Conceptual Framework
3 Instrument Development and Data Collection
4 Results
4.1 Reliability
4.2 Validity
4.3 Structural Model
5 Recommendations and Implications
6 Conclusion and Limitations
Impacts of Social Media on Managing Customer Relationships in b2b Business Environment in Birmingham, UK
1 Introduction
2 Conceptual Background
3 Concept of Business-To-Business (B2B)
4 Concept of Social Media in B2B Context
5 Concept of Customer Relationship Management (CRM)
6 CRM in the Context of B2B
7 Social CRM in the Context of B2B
8 Hypotheses Development
8.1 Customer Relationship Orientation (CRO)
8.2 Social CRM Capabilities
8.3 Social Media Use
9 Customer Relationship Performance
10 Method
11 Results and Discussion
11.1 Reliability
Contents
Social Marketing and Social Media Applications
Assessment of the Perception of Usage of Facebook as a Business Tool in SMEs Through the Technological Acceptance Model (TAM) and Structural Equation Modeling
1 Introduction
2 State of the Art
2.1 Social Networks
2.2 Technology Acceptance Model
3 Method
4 Results
4.1 Results Analysis
5 Conclusions and Limitations
References
Digital Marketing Strategies and the Impact on Customer Experience: A Systematic Review
1 Introduction
2 Research Objectives
3 Literature Review
3.1 Customer Experience
3.2 Digital Marketing
4 Research Method
4.1 Research Question
4.2 Search Process
4.3 Selection Process
4.4 Exclusion and Inclusion Benchmarks
4.5 Quality Evaluation
4.6 Data Extraction
5 Results and Discussion
5.1 Overview of the Publications
5.2 Marketing Activities and Related Digital Strategies
5.3 Digital Marketing Strategies
5.4 Market Segmentation in the Digital Era and Customer Experience
6 Discussion
7 Threats to Internal and External Validity
8 Conclusion
References
Effects of Social Media Marketing on Consumer Perception in Liverpool, UK
1 Introduction
1.1 Problem Statement
1.2 Purpose
1.3 Research Objective
1.4 Research Questions
2 Conceptual Framework and Hypotheses Development
2.1 Social Media Marketing
2.2 Promotional Marketing
2.3 Door to Door Marketing
2.4 Consumer Perception
2.5 Research Hypothesis
2.6 Conceptual Framework
3 Instrument Development and Data Collection
4 Results
4.1 Reliability
4.2 Validity
4.3 Structural Model
5 Recommendations and Implications
6 Conclusion and Limitations
Impacts of Social Media on Managing Customer Relationships in b2b Business Environment in Birmingham, UK
1 Introduction
2 Conceptual Background
3 Concept of Business-To-Business (B2B)
4 Concept of Social Media in B2B Context
5 Concept of Customer Relationship Management (CRM)
6 CRM in the Context of B2B
7 Social CRM in the Context of B2B
8 Hypotheses Development
8.1 Customer Relationship Orientation (CRO)
8.2 Social CRM Capabilities
8.3 Social Media Use
9 Customer Relationship Performance
10 Method
11 Results and Discussion
11.1 Reliability