The SAGE Handbook of Social Media Marketing

Annmarie Hanlon, Tracy L. Tuten, Annmarie Hanlon, Tracy L. Tuten, Author

• Publisher: SAGE Publications Ltd
• Year: 2022
• Print ISBN: 9781529743784
• eBook ISBN: 9781529788433
• Edition: 1
• Topic: Business
• Subtopic: Digital Marketing
• Index: Business

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area.

Part 1: Foundations of Social Media Marketing

Part 2: Methodologies and Theories in Social Media

Part 3: Channels and Platforms in Social Media

Part 4: Tools, Tactics, and Techniques in Social Media Marketing

Part 5: Management and Metrics in Social Media

Part 6: Ethical Issues in Social Media

Table of contents

• Cover
• Half Title
• Title Page
• Copyright Page
• Contents
• List of Figures
• List of Tables
• Notes on the Editors and Contributors
• Part I Foundations of Social Media Marketing
• 1 Introduction to Social Media Marketing
• 2 Strategic Directions in B2C Social Media Marketing
• 3 Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy
• 4 Consumer Ties and Social Media Consumer Culture in Social Media Networks
• 5 From Global Activism to Knowledge-Sharing with Colleagues: A Typology of Online Communities
• Part II Methodologies and Theories in Social Media Marketing
• 6 Social Media Research Using Big Data – Types, Techniques, and Technologies
• 7 Analysing Digital Dialogue: Implications for Research and Practice
• 8 Approaches to Emotion and Sentiment Analysis
• 9 Social Contagion and Virality in Online Networks
• 10 Eye Tracking as a Research Method for Social Media
• Part III Channels and Platforms in Social Media Marketing
• 11 Geopolitical Overview of Social Media Platforms: From Beijing to Berlin
• 12 The Social Shopping Movement in China: From TaoBao to WeChat
• 13 Social Media Data in Digital Placemaking
• 14 How Influencers Influence: Conceptualizing the Influencer Map for Marketing
• Part IV Tools, Tactics and Techniques in Social Media Marketing
• 15 Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media
• 16 A Typology of Brand-Related Content on Social Media
• 17 Virtual Influencers: Antecedents and Typologizing
• 18 Visual Communication in Social Media Marketing
• 19 Memes: Interactive Creative Intertextuality on Social Media
• 20 Do You Speak Emoji? The Language of Emojis
• Part V Management and Metrics in Social Media
• 21 Positive Messaging and Employee Brand Advocacy
• 22 Firm Strategies for One-on-One Exchanges with Customers in Social Media
• 23 Understanding Complaining, Service Failure Identification and Service Recovery via Social Media
• 24 Organizational Exit Strategies on Social Media Platforms
• 25 Social Media Metrics: From Vanity to Sanity
• 26 A/B Testing in Social Media
• Part VI Ethical Issues in Social Media
• 27 The Reputation Economy: A Tale as Old as Time or a New Paradigm?
• 28 Unethical Behaviour of Social Media Influencers: History, Practice and Future Research
• 29 The Ethics of Using Social Media Influencers for Marketing Purposes
• 30 Managing Incivility in Online Brand Communities
• Index