Social Media Marketing
Theories and Applications
- Stephan Dahl - James Cook University, Australia
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.
Supplements
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.
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.
It fits in well with the new technologies on marketing and the updates to social media. A clear and easy read for college students.
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.
