Social media marketing : theories & applications
/ Stephan Dahl.
- Third edition.
- London ; Thousand Oaks, CA : Sage Publications, 2021.
- ix, 294 pages : illustrations, charts (some color) ; 24 cm.
Previous edition: 2018.
Includes bibliographical references and index.
Pt. 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 — Pt. 2. Understanding platforms in social media marketing — 5. Traditional social media platforms — 6. Gaming and hybrid platforms — 7. Mobile and location-based platforms — Pt. 3. Understanding content in social media marketing — 8. Persuasiveness — 9. Engagement — 10. Electronic word of mouth (eWOM) — Pt. 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.
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 contextualize 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.
9781529720822
Internet marketing Social media Business and Management