Helping you make the connections between the theory and practice of social media marketing, this third edition of the 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 help you 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.
- 312 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Information
Publisher
SAGE Publications LtdYear
2021Print ISBN
9781529720822
9781529720815
Edition
3eBook ISBN
9781529758757
Table of contents
- Cover
- Half Title
- Acknowledgements
- Title Page
- Copyright Page
- Contents
- Illustration List
- Table List
- Key to Icons
- About the Author
- Online Resources
- Introduction
- PART 1 Understanding Actors in Social Media Marketing
- 1 Consumer Tribes and Communities
- 2 Users and Co-creation of Value
- 3 Brand and Anthropomorphic Marketing
- 4 Influencer Marketing
- PART 2 Understanding Platforms in Social Media Marketing
- 5 Traditional Social Media Platforms
- 6 Gaming and Hybrid Platforms
- 7 Mobile and Location-based Platforms
- PART 3 Understanding Content in Social Media Marketing
- 8 Persuasiveness
- 9 Engagement
- 10 Electronic Word of Mouth (eWOM)
- PART 4 Understanding Context in Social Media Marketing
- 11 Measurement, Metrics and Analytics
- 12 Cross-cultural Aspects and Implications
- 13 Privacy, Ethical and Legal Issues
- 14 Afterword
- Glossary
- Index
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Yes, you can access Social Media Marketing by Stephan Dahl in PDF and/or ePUB format, as well as other popular books in Business & Digital Marketing. We have over 1.5 million books available in our catalogue for you to explore.