Social media marketing : theories & applications
Title:
Social media marketing : theories & applications
Author:
Dahl, Stephan, author.
ISBN:
9781473982345
9781473982338
Personal Author:
Edition:
Second edition.
2E.
Physical Description:
xi, 277 pages : illustrations ; 24 cm
General Note:
First published: 2015.
Contents:
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?
Abstract:
The second edition of this popular text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing.
Electronic Access:
Companion website http://study.sagepub.com/businessandmanagement