Social Media Marketing

SECTION I: Conceptual issues in Social Media.- Chapter 1. How Social Media will Impact Marketing Media.- Chapter 2. Social Media Marketing: Evolution And Change.- Chapter 3. Uniqueness Of Social In The Overall "Social, Mobility, Analytics  and Cloud" Stack.- Chapter 4. Lifecycle of information on the web: Implications for Aggregator Sites'.- Chapter 5. Shadow Side of Social Media Marketing.- SECTION II: Understanding Digital Consumers.- Chapter 6. Exploring The Relationship Between Perceived Benefits And Social Media Brands Using Discriminant Analysis.- Chapter 7.  The Influence of Trust and Ease of Use of Social Media Platforms on South Africa's Generation Y: Social Media Use, Intention and Information sharing.- Chapter 8. Decoding Digital Consumer Feedback: Customer Intelligence Insights Through Unstructured Data Mining.- SECTION III: Integrating Social Media for Marketing.- Chapter 9. Social Media Marketing, Corporate Social Responsibility, and Social Change in India.- Chapter 10. Future of Social CRM.-  Chapter 11. Sales Professionals' Use of Social Media to Create and Deploy Social Capital in US and Indian Firms.- SECTION IV: Social Media Applications and Case Studies.- Chapter 12. Influence of Social Media Marketing on Healthcare and Automobile Sectors in India.- Chapter 13. A  Critical Analysis on Consumer Protection in Social Media Selling with Reference to Disclosures.- Chapter 14. Case Study: Portea.- Chapter 15. Case Study: QWICKCILVER.A  A  A  A  A  A  

Dr Githa S Heggde is Director, IFIM Business School. She is a corporate consultant on Marketing and Sales enhancement, Vice Chairperson, CII-Indian Women Network and in the board of CII Karnataka, Country Director, India, EuroMed Business Research Institute. Member editorial board of International Journal on Emerging markets, Emerald, Core member at the Centre for Emerging Markets, IIM, Lucknow, Faculty resource IIM Kozhikode, MDP apart from other holding distinguished positions is various professional bodies. She has over 27 years of teaching, consultancy and industrial experience. She has authored books and articles on Applied Marketing, Social Media Marketing and several case studies. Currently, she is member of Federation of Karnataka Chambers of Commerce and Industry.


Professor Heggde was part of the team at "Global colloquium on participant centered learning" at Harvard Business School, Boston and worked on teaching with case studies and developing curriculum for management courses. Participated at the follow-on sessions at Shanghai.

She was invited by Pace University, New York, for lectures and discussions on pursuing collaborative research and Pepperdine University, Malibu. Conducted several training programs for senior marketing and sales executives at Airtel, ITC, Infosys, Murugappa group, Pricol, HDFC, Infosys, EY, Biocon and several leading companies. She has engaged in consultancy and research with companies such as Logitech, USA, iWatt, USA, Reliance, India, Adaptive marketing and many others. She had been a member of Association of Women Entrepreneurs of Karnataka, and Chairperson, Coimbatore chapter FICCI ladies organization during 2004-2006.




G. Shainesh, Professor of Marketing - IIM Bangalore, has over two decades of research and teaching experience. He has conducted research and teaching assignments at the Goteborg University (Sweden), University of St. Gallen (Switzerland), Audencia