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The SAGE Handbook of Digital & Social Media Marketing
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The SAGE Handbook of Digital & Social Media Marketing

Two Volume Set
Edited by:


June 2022 | 1 128 pages | SAGE Publications Ltd

Digital and social media marketing have been defining and transformative topics in marketing research and practice in the early 21st century. These two Handbooks provide a digital and social media marketing journey that flows from methods and methodologies. Each volume investigates the overarching factors within these domains in a logical order, captured in one place for those seeking to research and learn more about these areas.

This two-volume set is the first dedicated scholarly collection to consolidate the research, theorising, industry practices and future implications. It brings together the critical factors in digital and 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 digital and social media marketing.

 

Volume 1: The SAGE Handbook of Digital Marketing

Part 1: Foundations of Digital Marketing

Part 2: Methodologies and Theories in Digital Marketing

Part 3: Channels and Platforms in Digital Marketing

Part 4: Tools, Tactics and Techniques in Digital Marketing

Part 5: Management and Metrics in Digital Marketing

Part 6: Ethical Issues in Digital Marketing

Volume 2: The SAGE Handbook of Social Media Marketing

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

Volume 1

 
 
Part 1: Foundations of Digital Marketing
Annmarie Hanlon
Chapter 1: Introduction
Julia Wolny
Chapter 2: Customer Journey as Participatory Service Ecosystem
Ann Torres & Áine Doherty
Chapter 3: Experiential Marketing in a Digital Era
Declan Scully
Chapter 4: Marketing Automation: A Design Perspective
Leon Michael Caesarius & Jukka Hoehenthal
Chapter 5: Big Data Marketing: Context and Affordances
 
Part 2: Methodologies and Theories in Digital Marketing
Daiane Scaraboto & Marcia Christina Ferreira
Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research
Vasilis Theoharakis & Nikos Mylonopoulos
Chapter 7: The Technology Acceptance Model: Antecedents and Consequences
Paolo Franco
Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing
Hongfei Liu, Ahmed Shaalan, & Chanaka Jayawardhena
Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours
Marica Christina Ferreira & Daiane Scaraboto
Chapter 10: Qualitative Insights for Digital Marketing
 
Part 3: Channels and Platforms in Digital Marketing
Alanah Malkani
Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy
Desmond Laffey
Chapter 12: Price Comparison Websites
Aras Alkis
Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics
Bairbre Brennan
Chapter 14: The Relationship Between Ecommerce and Social Commerce: Subset, Evolution, or New Paradigm?
Lara Stocchi
Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales
Sereikhuoch Eng
Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality
 
Part 4: Tools, Tactics and Techniques in Digital Marketing
Nadia Steils & Salwa Hanine
Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies
Inna Piven
Chapter 18: Digital Content Marketing
Ramaprasad M. Unni
Chapter 19: Programmatic Advertising
Diana Gavilan
Chapter 20: The Role of Push Notifications
Ahmed Shaalan, Marwa E. Tourky, & Khaled Ibrahim
Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age
Alice Zoghaib
Chapter 22: Voice Marketing
 
Part 5: Management and Metrics in Digital Marketing
Jeremy Harris Lipschultz
Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing
David W. Peck
Chapter 24: Key Factors in Online Community Management
Wolfgang Weitzl
Chapter 25: Love, Hate and Everything in Between: Online Complainants' Emotions During Service Recovery Episodes
Sarah Turnbull
Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda
 
Part 6: Ethical Issues in Digital Marketing
Sarah Quinton & Nina Reynolds
Chapter 27: Research Ethics in Digital and Social Media Marketing Research
David Lynn Painter & Raghabendra Pratap KC
Chapter 28: Managing the Message, from Fake News to Filter Bubbles
Peter O'Connor
Chapter 29: Brandjacking in Paid Search: An Unresolved Problem
Sven Tuzovic
Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy
Christelle Aubert-Hassouni & Julen Cloarec
Chapter 31: Privacy Regulation in the Age of Artificial Intelligence
Volume 2

 
 
Part 1: Foundations of Social Media
Tracy L. Tuten
Chapter 1: Introduction
Karen E. Mishra & Brian J. Baldus
Chapter 2: Strategic Directions in B2C Social Media Marketing
Jae Min Jung, Kyeong Sam Min, Kristen R. Schiele, Anthony Kim, Jing Hu, Xin Liu, Curtis P. Haugtvedt, & James J. Kellaris
Chapter 3: Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy
Duygu Akdevelioglu & Alladi Venkatesh
Chapter 4: Consumer Ties and Social Media Consumer Culture in Social Media Networks
Stephan Dahl & Ana Margarida Barreto
Chapter 5: From Global Action to Knowledge-Sharing with your Colleagues: A Typology of Online Communities
 
Part 2: Methodologies and Theories in Social Media
Theo Lynn & Pierangelo Rosati
Chapter 6: Social Media Research Using Big Data - Types, Techniques, and Technologies
Sarah Glozer
Chapter 7: Analysing Digital Dialogue: Implications for Research and Practice
Ana Isabel Canhoto
Chapter 8: Approaches to Emotion and Sentiment Analysis
Franco Curmi
Chapter 9: Social Contagion in Online Networks and Virality
Ellen Roemer
Chapter 10: Eye Tracking Research Methodology for Social Media
 
Part 3: Channels and Platforms in Social Media
Sabine Baumann
Chapter 11: Geopolitical Overview of Social Media Platforms - From Beijing to Berlin
Wenkai Zhou
Chapter 12: The Social Shopping Movement in China from TaoBao to WeChat
Brendan James Keegan & Rossano Schifanella
Chapter 13: Social Media Data in Placemaking
Karen Freberg, Brian G. Smith, & Lauren Silva
Chapter 14: How Influencers Influence: Conceptualizing the Influencer Map for Marketing
 
Part 4: Tools, Tactics and Techniques in Social Media
Valeria Penttinen & Robert Ciuchita
Chapter 15: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media
Jana Gross
Chapter 16: A Typology of Brand-Related Content on Social Media
Jon Engström
Chapter 17: Virtual Influencers: Antecedents and Typologizing
Natalia Maehle, Caterina Presi, & Ingeborg A. Kleppe
Chapter 18: Visual Communication in Social Media Marketing
Alexander Laskin & Yasha A. Laskin
Chapter 19: Memes: Interactive Creative Intertextuality on Social Media
Ivana Ebel & Joatan Preis Dutra
Chapter 20: Do You Speak Emoji? The Language of Emojis
 
Part 5: Management and Metrics in Social Media
Kelly Hewett, Steven Hoornaert, & Matthijs Meire
Chapter 21: Firm Strategies for One-on-One Exchanges with Customers in Social Media
Ann M. Torres & Aisling Keenan Gaylard
Chapter 22: Positive Messaging and Employee Brand Advocacy
Karen Jones
Chapter 23: Understanding Complaining, Service Failure Identification and Service Recovery via Social Media
Carsten Dirk Schultz & Björn Kruse
Chapter 24: Organizational Exit Strategies on Social Media Platforms
Karen Sutherland
Chapter 25: Social Media Metrics from Vanity to Sanity
 
Part 6: Ethical Issues in Social Media
Carolyn Popp Garrity
Chapter 26: A/B Testing in Social Media
Laura S. Rifkin, Canan Corus, & Colleen P. Kirk
Chapter 27: The Reputation Economy: A Tale as Old as Time or a New Paradigm?
Marina Leban
Chapter 28: Unethical Behaviour of Social Media Influencers: History, Practice and Future Research
Irina Gorea & Jenna Jacobson
Chapter 29: The Ethics of Using Social Media Influencers for Marketing Purposes
Denitsa Dineva
Chapter 30: Managing Uncivil Interactions in Online Brand Communities

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ISBN: 9781529752168
£240.00