東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

Perceptions of executives from seven...

Alameddine, Abir.

Linked to FindBook

Google Book

Amazon

博客來

Perceptions of executives from seven selected companies of the use of social media in marketing practices.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Perceptions of executives from seven selected companies of the use of social media in marketing practices./
Author:	Alameddine, Abir.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2013,
Description:	121 p.
Notes:	Source: Dissertation Abstracts International, Volume: 74-12(E), Section: A.
Contained By:	Dissertation Abstracts International74-12A(E).
Subject:	Marketing. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3592694
ISBN:	9781303342301

Perceptions of executives from seven selected companies of the use of social media in marketing practices.
Alameddine, Abir.

Perceptions of executives from seven selected companies of the use of social media in marketing practices. - Ann Arbor : ProQuest Dissertations & Theses, 2013 - 121 p.

Source: Dissertation Abstracts International, Volume: 74-12(E), Section: A.

Thesis (Ed.D.)--Pepperdine University, 2013.

The problem addressed in this study is that the recency of the social media phenomena created a research gap in terms of understanding how companies exploit various social media platforms for marketing purposes and measure the effectiveness of their social media marketing campaigns. Thus, there is a need for increased understanding of the effectiveness of social media marketing techniques. Social media marketing is defined as the blending of sociology and technology as a means to change marketing efforts from a monologue to a dialogue. The purpose of this study was to determine, based on research participants' perceptions, the reasons that select organizations use social media marketing, the different social media marketing strategies that companies utilized, and the perceived effect of social media marketing on revenue generation. In particular, the research questions concerned whether social media marketing had its own specific social metrics, and the study investigated the evolution of social media marketing and the benefits that social media brings to traditional marketing approaches. The overall research design employed semi-structured, in-depth, individual interviews with seven executives in regard to their use of social media marketing and its role as part of an integrated marketing approach. Commonalities in the interview data were color coded and analyzed, and field notes, verbatim transcriptions, and member checks were used to triangulate the data. The results of the study generated three specific categories: engagement with customers, the essence of social media presence, and communication by choice. Knowledge in each of these categories provides companies with a deeper understanding of the social consumer and enhances the value of social media marketing in terms of competitiveness. Specifically, based on such knowledge, companies have a greater ability to target qualified leads as well as to improve the conversion rate of those leads. Finally, they have a means to determine how their social media marketing efforts contributed to the overall revenue generated.

ISBN: 9781303342301Subjects--Topical Terms:

536353
Marketing.

Perceptions of executives from seven selected companies of the use of social media in marketing practices.
LDR:03115nmm a2200313 4500 001 2162444
005 20180928111503.5
008 190424s2013 ||||||||||||||||| ||eng d
020 $a 9781303342301
035 $a (MiAaPQ)AAI3592694
035 $a (MiAaPQ)pepperdinegsep:10494
035 $a AAI3592694
040 $a MiAaPQ $c MiAaPQ
100 1 $a Alameddine, Abir. $3 3350434
245 1 0 $a Perceptions of executives from seven selected companies of the use of social media in marketing practices.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2013
300 $a 121 p.
500 $a Source: Dissertation Abstracts International, Volume: 74-12(E), Section: A.
500 $a Adviser: John McManus.
502 $a Thesis (Ed.D.)--Pepperdine University, 2013.
520 $a The problem addressed in this study is that the recency of the social media phenomena created a research gap in terms of understanding how companies exploit various social media platforms for marketing purposes and measure the effectiveness of their social media marketing campaigns. Thus, there is a need for increased understanding of the effectiveness of social media marketing techniques. Social media marketing is defined as the blending of sociology and technology as a means to change marketing efforts from a monologue to a dialogue. The purpose of this study was to determine, based on research participants' perceptions, the reasons that select organizations use social media marketing, the different social media marketing strategies that companies utilized, and the perceived effect of social media marketing on revenue generation. In particular, the research questions concerned whether social media marketing had its own specific social metrics, and the study investigated the evolution of social media marketing and the benefits that social media brings to traditional marketing approaches. The overall research design employed semi-structured, in-depth, individual interviews with seven executives in regard to their use of social media marketing and its role as part of an integrated marketing approach. Commonalities in the interview data were color coded and analyzed, and field notes, verbatim transcriptions, and member checks were used to triangulate the data. The results of the study generated three specific categories: engagement with customers, the essence of social media presence, and communication by choice. Knowledge in each of these categories provides companies with a deeper understanding of the social consumer and enhances the value of social media marketing in terms of competitiveness. Specifically, based on such knowledge, companies have a greater ability to target qualified leads as well as to improve the conversion rate of those leads. Finally, they have a means to determine how their social media marketing efforts contributed to the overall revenue generated.
590 $a School code: 6009.
650 4 $a Marketing. $3 536353
650 4 $a Business education. $3 543396
650 4 $a Business administration. $3 3168311
690 $a 0338
690 $a 0688
690 $a 0310
710 2 $a Pepperdine University. $b Education. $3 1019295
773 0 $t Dissertation Abstracts International $g 74-12A(E).
790 $a 6009
791 $a Ed.D.
792 $a 2013
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3592694