Managing public relations and brand image through social media - Hershey IGI Global 2016 - xxii, 353 p. - Advances in marketing, customer relationship management, and e-services (AMCRMES) .

Table of Contents:

Section 1 PR, Publicity, and Reputation Management through Social Media
Chapter 1: How Public Relations Practitioners Perceive Social Media Platforms? A Media Richness
Chapter 2: Managing Negative Publicity on Social Media: Getting Back on Track
Chapter 3: Managing Corporate Reputation through Social Media
Chapter 4: Concept and Importance of Online Reputation Management
Section 2: Role of Social Media in Brand Management
Chapter 5: Role of Social Media in Brand Promotion: An International Marketing Perspective
Chapter 6: Country Brand Management: Assessing the Role of Social Media in Creating the Image of Marca Espana
Chapter 7: Role of Consumer Engagement and Swarm Intelligence in Management of a Brand at Social Media
Section 3: Customer Relationship Management and Social Media
Chapter 8: Social CRM: The Role of Social Media in Managing Customer Relations
Chapter 9: Company-Customer Interaction via Social Media: Contributions to the Marketing Mix
Section 4: Assortment of Impacts of Social Media Adoption
Chapter 10: Virtual Atmosphere, Emotions, Attitudes and Real Use: When “Love is in the Air” in a Virtual Community
Chapter 11: Antecedents and Consequences of Adopting Social Networking Technologies for Knowledge Sharing in Small Firms
Chapter 12: We Need to Look Cute! But Is It Really Effective? The Adoption of Culture in Twitter by a
Japanese CVS
Chapter 13: Social Media and Business: In Search of Missing Links
Section 5: Emerging Trends in Digital Marketing
Chapter 14: eWOM Marketing in Hospitality Industry
Chapter 15:Interplay of Attitude, Satisfaction and Purchase Intentions: A Study of Indian Youth in Online Shopping
Compilation of References
About the Contributors

Each consumer now has the power to be a journalist, reviewer, and whistle blower. The prevalence of social media has made it possible to alter a brand’s reputation with a single viral post, or spark a political movement with a hashtag. This new landscape requires a strategic plasticity and careful consideration of how the public will react to an organization’s actions. Participation in social media is mandatory for a brand’s success in this highly competitive online era.
Managing Public Relations and Brand Image through Social Media provides the latest research and theoretical framework necessary to find ease in the shifting public relations and reputation management worlds. It provides an overview of the tools and skills necessary to deftly sidestep public affronts and to effectively use online outlets to enhance an organization’s visibility and reputation. This publication targets policymakers, website developers, students, and educators of public relations, PR, and advertising professionals, and organizations who wish to better understand the effects of social media.


Public relations
Branding - Marketing
Social media

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