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Perceptions of executives from seven...

Alameddine, Abir.

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

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Perceptions of executives from seven selected companies of the use of social media in marketing practices./
作者:	Alameddine, Abir.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2013,
面頁冊數:	121 p.
附註:	Source: Dissertation Abstracts International, Volume: 74-12(E), Section: A.
Contained By:	Dissertation Abstracts International74-12A(E).
標題:	Marketing. -
電子資源:	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.
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