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Full Description
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 hereSuitable for Marketing, Advertising or Media students taking classes on social media or digital marketing at upper undergraduate, Masters or Doctoral level.
Contents
Part IChapter 1: Consumer Tribes and CommunitiesChapter 2: Users and Co-creation of ValueChapter 3: Brand and Anthropomorphic MarketingPart II: Understanding Platforms in Social Media MarketingChapter 4: Traditional Social Media PlatformsChapter 5: Gaming and Hybrid PlatformsChapter 6: Mobile and Location-Based PlatformsPart III: Understanding Content in Social Media MarketingChapter 7: PersuasivenessChapter 8: EngagementChapter 9: Electronic Word of Mouth (eWOM)Part IV: Understanding Context in Social Media MarketingChapter 10: Measurement, Metrics and AnalyticsChapter 11: Cross-Cultural Aspects and ImplicationsChapter 12: Privacy, Ethical and Legal IssuesAfterword: Where Next for Social Media Marketing?
