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Social Media Marketing
Theories and Applications
Third Edition
- Stephan Dahl - James Cook University, Australia
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April 2021 | 312 pages | SAGE Publications Ltd
Providing a uniquely scholarly approach towards the subject, Social Media Marketing continues to draw on current trends and research to deliver a critical evaluation of social media marketing in relation to marketing theory and business and social science scholarship alongside industry perspectives.
Now in its third edition, this popular text has been updated to include technological advances in practice such as AI and virtual marketing, alongside a brand-new chapter on the rise of influencer culture and marketing. Examples and case studies throughout also help students to contextualise the text through popular brands and platforms such as Instagram, Dunkin Donuts, Amazon and also political marketing for social movements such as Extinction Rebellion.
This text is essential reading for all marketing students, researchers and practitioners today.
Now in its third edition, this popular text has been updated to include technological advances in practice such as AI and virtual marketing, alongside a brand-new chapter on the rise of influencer culture and marketing. Examples and case studies throughout also help students to contextualise the text through popular brands and platforms such as Instagram, Dunkin Donuts, Amazon and also political marketing for social movements such as Extinction Rebellion.
This text is essential reading for all marketing students, researchers and practitioners today.
Part 1: Understanding Actors in Social Media Marketing
Chapter 1: Consumer Tribes and Communities
Chapter 2: Users and Co-Creation Of Value
Chapter 3: Brand and Anthropomorphic Marketing
Chapter 4: Influencer Marketing
Part 2: Understanding Platforms in Social Media Marketing
Chapter 5: Traditional Social Media Platforms
Chapter 6: Gaming and Hybrid Platforms
Chapter 7: Mobile and Location-Based Platforms
Part 3: Understanding Content in Social Media Marketing
Chapter 8: Persuasiveness
Chapter 9: Engagement
Chapter 10: Electronic Word of Mouth (EWOM)
Part 4: Understanding Context in Social Media Marketing
Chapter 11: Measurement, Metrics and Analytics
Chapter 12: Cross-Cultural Aspects and Implications
Chapter 13: Privacy, Ethical and Legal Issues
Chapter 14: Afterword
