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Social Media Marketing

Social Media Marketing
Theories and Applications

Second Edition
Additional resources:

March 2018 | 296 pages | SAGE Publications Ltd
The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing, whilst taking a thorough refreshment of the cases, examples and the literature.


It offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, providing discussion questions and further reading throughout. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing.

The book is supported by real-life examples and case studies from a range of industries, companies and countries such as China, Canada, Sweden and Singapore. They include DHL (Germany), Dubai Foundation for Women and Children, Google (Taiwan), Addict Aide (France) Canada (opera Vancouver), Britain (British Tourism), Procter & Gamble (Global), Maggi (India), McDonalds (Global), eBags (US/Global), Vodafone (Romania).


Online resources for this book are available here

Suitable for Marketing, Advertising or Media students taking classes on social media or digital marketing at upper undergraduate, Masters or Doctoral level.

Part I: Understanding Actors in Social Media Marketing
Chapter 1: Consumer Tribes and Communities
Chapter 2: Users and Co-creation of Value
Chapter 3: Brand and Anthropomorphic Marketing
Part II: Understanding Platforms in Social Media Marketing
Chapter 4: Traditional Social Media Platforms
Chapter 5: Gaming and Hybrid Platforms
Chapter 6: Mobile and Location-Based Platforms
Part III: Understanding Content in Social Media Marketing
Chapter 7: Persuasiveness
Chapter 8: Engagement
Chapter 9: Electronic Word of Mouth (eWOM)
Part IV: Understanding Context in Social Media Marketing
Chapter 10: Measurement, Metrics and Analytics
Chapter 11: Cross-Cultural Aspects and Implications
Chapter 12: Privacy, Ethical and Legal Issues
Afterword: Where Next for Social Media Marketing?

Social Media Marketing is one of my favourite social media textbooks. It contains a great balance of theory which is applied and explained well. Dahl addresses emerging and new concepts which are rarely included in other texts, such as social messiness, the experience economy and social contagion. 

AnnMarie Hanlon
Programme Leader BSc (Hons) Marketing (Digital), University of Derby

Finally, a book on Social Media Marketing that will stretch the inquisitive minds of new generation of students.  Addressed to digital natives, this book excels at providing frameworks they can apply to their innate understanding of the digital world.  Help them analyse this world. Question it. Change it. That to me is a winning formula. Relevant, rigorous and reflective.

Dr Julia Wolny
Principal Teaching Fellow in Marketing, University of Southampton

It fits in well with the new technologies on marketing and the updates to social media. A clear and easy read for college students.

Miss Sam Shepley
Business School, Oldham College
April 25, 2018

Dahl’s second edition of Social Media Marketing continues to intertwine the theory desired by academics with the up-to-date social media content students crave. He has added new chapters that address issues in social media marketing that I have not seen in other social media marketing books. I recommend this for undergraduates and graduate students needing to brush up on their knowledge.

Dr Joyce Costello
Corporate & Marketing Communications, Bournemouth University
April 6, 2018