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Social Media Marketing
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Social Media Marketing
Theories and Applications

Third Edition


April 2021 | 312 pages | SAGE Publications Ltd
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 contextualise 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.
 
Part 1: 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
 
Chapter 4: Influencer Marketing
 
Part 2: Understanding Platforms in Social Media Marketing
 
Chapter 5: Traditional Social Media Platforms
 
Chapter 6: Gaming and Hybrid Platforms
 
Chapter 7: Mobile and Location-Based Platforms
 
Part 3: Understanding Content in Social Media Marketing
 
Chapter 8: Persuasiveness
 
Chapter 9: Engagement
 
Chapter 10: Electronic Word of Mouth (EWOM)
 
Part 4: Understanding Context in Social Media Marketing
 
Chapter 11: Measurement, Metrics and Analytics
 
Chapter 12: Cross-Cultural Aspects and Implications
 
Chapter 13: Privacy, Ethical and Legal Issues
 
Chapter 14: Afterword

For instructors

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Paperback
ISBN: 9781529720822
£39.99

Hardcover
ISBN: 9781529720815
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