Includes bibliographical references and index.

Citizen relationship management by government of india through social media channels / Rajan Gupta, University of Delhi, India, Saibal Pal, Defence Research & development Organization and Sunil K. Muttoo, University of Delhi, India -- Academia goes social media, mooc, spoc, smoc, and ssoc : the digital transformation of higher education institutions and universities / Andreas Kaplan, ESCP Europe -- Integrating relationships and community building into universities' social media marketing : implications from a case study / Jenny Hou, Massey University, New Zealand -- Social media marketing for b2b : from information to decision to retention / Roisin Vize, UCD Michael Smurfit Graduate Business School, Ireland and Monique Sherrett, University College, Dublin, Ireland -- Celebrities as human brands:an inquiry on stakeholder co-creation of brand identities / Dave Centeno, City University of Hong Kong & University of the Philippines -- Social recruitment : investing in social currency / Arti Sharma, IIM Indore and Arunava Ghosh, IIM Indore -- The struggle of secrecy, safety, and security of social media and smartphones / Ronald M. Zochalski, Jr., Indiana University Northwest -- Creating, contributing and consuming : how social media content facilitates customer's engagement behaviours / Rebecca Dolan, The University of Auckland, New Zealand, Jodie Conduit, The University of Adelaide, Australia and John Fahy, The University of Limerick, Ireland -- Social media engagement and return on engagement / Ritu Srivastava, MDI Gurgaon, India -- The consumer engagement/return on social media engagement interface : development of a conceptual model / Birgit A. A. Solem, University College of Southeast, Norway and Linda D. Hellebeek, The University of Auckland/NHH Norwegian School of Economics -- An unexpected journey : the influence of social media on consumer decision-making / Wolgang Weitzl, University of Vienna, Austria and Clemens Hutzinger, University of Innsbruck, Austria -- Network effects of dynamic social interactions on consumer choices in online communities : role of firm's strategic manipulation / Shameek Sinha, IE Business School, Madrid, Spain and Sreyaa Guha, IE Business School, Madrid, Spain -- Creepy and intrusive : a consumers' perspective of online personalized advertisements / Arlonda Stevens, Case Western Reserve University, USA and Casey Newmeyer, Case Western Researve University, USA -- Social media measurement and monitoring / Mudra Mukesh, University of Greenwich, UK and Anand Rao, Mindtree Ltd -- Attitude to brands and advertisement : qualitative and thematic analysis of social media data / Emmanuel Mogaji, University of Bedfordshire, UK and Temitope Farinloye, Questbury Research Services, UK -- Strategizing your social media presence / Francesca Pucciarelli, ESCP Europe, Turin, Italy -- Salient role and centrality of trust in social media marketing -- Anil bhat, bits pilani, india and nirankush datta, bits, pilani, india -- Trust relationships in social networks : a typology of strategies for communication between companies and their consumers / Zandra Balbinot, University of Quebec in Montreal and Sandrine Prom Tep, University of Quebec in Montreal -- Like-influencer framework : a study of factors influencing click of `like¿ option by users on facebook / Rashmi Sharma, Lal Bahadur Shastri Institute of Management Review, India -- Mechanisms for incentivizing and encouraging online social interactions : an experiment analysing the role of recommendations and rewards on advertisement sharing behaviour / William Feitosa -- The rise of social media: implications for marketing in emerging markets' / Ogechi Adeola, Pan Atlantic University, Nigeria -- Profiling youth on the basis of their motivations for social media political participation : implications for political marketers / Devinder Pal Singh, Punjabi Univeristy, India -- Privacy and information trading in social media applications / Sandhya Narayanan and Dr. Richa Agrawal,Dept. of Management Studies,IIT Madras.