000 | 02572nam a2200301 i 4500 | ||
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001 | on1242772029 | ||
003 | OCoLC | ||
005 | 20240627122720.0 | ||
008 | 210201t20212021enka b 001 0 eng d | ||
020 | _a9781529720822 | ||
035 | _a(OCoLC)1242772029 | ||
040 |
_aUKMGB _beng _erda _cTBS _dOCLCO _dOCLCF _dYDX _dUKMGB _dPIF _dOG$ _dOCLCO _dUKNUC _dUOH |
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041 | _aeng | ||
050 | 4 |
_aHF5415.1265 _b.D343 2021 |
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100 |
_aDahl, Stephan _eauthor _921318 |
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245 | 1 | 0 |
_aSocial media marketing _b: theories & applications _c/ Stephan Dahl. |
250 | _aThird edition. | ||
260 |
_aLondon ; _aThousand Oaks, CA : _bSage Publications, _c2021. |
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300 |
_aix, 294 pages : _billustrations, charts (some color) ; _c24 cm. |
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500 | _aPrevious edition: 2018. | ||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | _aPt. 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. | |
520 | _aProviding 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. | ||
650 | 0 |
_aInternet marketing _91133 |
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650 | 0 |
_aSocial media _91729 |
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650 | 0 |
_aBusiness and Management _92437 |
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942 | _2lcc | ||
999 |
_c4239 _d4239 |