Drawing together the new techniques available to the market researcher into a single reference, The Handbook of Online and Social Media Research explores how these innovations are being used by the leaders in the field. This groundbreaking reference examines why traditional research is broken,...

Der bewährte Begleiter durch die Welt des Social Media Marketings, jetzt in neuer, aktualisierter Auflage! Die Social-Media-Experten Anne Grabs, Elisabeth Vogl und Karim-Patrick Bannour zeigen Ihnen, dass es für Unternehmen jeder Branche und jeder Gröe︣ interessant ist, in Social Media...

When analysing the impact of blogs on sales, previous research focused solely on qualitative factors (e.g. trust and credibility). This article, however, answers the question if one can also identify quantitative factors such as the number of followers on social media and similar. For this...

1. Introduction -- 2. Definitions, Social Media Types, and Tools -- 3. Social Media Strategy and Return on Investment -- 4. Online Advertising and Viral Campaigns -- 5. Social Customer Relationship Management -- 6. Search Engine Optimization -- 7. Sentiment Analysis and Opinion Mining (Business...