000 02572nam a2200301 i 4500
001 on1242772029
003 OCoLC
005 20240627122720.0
008 210201t20212021enka b 001 0 eng d
020 _a9781529720822
035 _a(OCoLC)1242772029
040 _aUKMGB
_beng
_erda
_cTBS
_dOCLCO
_dOCLCF
_dYDX
_dUKMGB
_dPIF
_dOG$
_dOCLCO
_dUKNUC
_dUOH
041 _aeng
050 4 _aHF5415.1265
_b.D343 2021
100 _aDahl, Stephan
_eauthor
_921318
245 1 0 _aSocial media marketing
_b: theories & applications
_c/ Stephan Dahl.
250 _aThird edition.
260 _aLondon ;
_aThousand Oaks, CA :
_bSage Publications,
_c2021.
300 _aix, 294 pages :
_billustrations, charts (some color) ;
_c24 cm.
500 _aPrevious edition: 2018.
504 _aIncludes bibliographical references and index.
505 0 _aPt. 1. Understanding actors in social media marketing — 1. Consumer tribes and communities — 2. Users and co-creation of value — 3. Brand and anthropomorphic marketing — 4. Influencer marketing — Pt. 2. Understanding platforms in social media marketing — 5. Traditional social media platforms — 6. Gaming and hybrid platforms — 7. Mobile and location-based platforms — Pt. 3. Understanding content in social media marketing — 8. Persuasiveness — 9. Engagement — 10. Electronic word of mouth (eWOM) — Pt. 4. Understanding context in social media marketing — 11. Measurement, metrics and analytics — 12. Cross-cultural aspects and implications — 13. Privacy, ethical and legal issues — 14. Afterword.
520 _aProviding 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 contextualize 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.
650 0 _aInternet marketing
_91133
650 0 _aSocial media
_91729
650 0 _aBusiness and Management
_92437
942 _2lcc
999 _c4239
_d4239