Social Media Marketing
SAGE Publications Ltd (Verlag)
978-1-4462-8073-7 (ISBN)
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Social media has quickly become part of the fabric of our daily lives, and as we have flocked to it, so have most companies and organisations from every sector and industry. It is now the place to attract and sustain our attention. But how is it a new marketing activity and how is it similar to previous practice and customer behaviour? Does it require new modes of thinking about human networks and communications or do the existing conceptual models still apply?
This book offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, and applies them to fun real-life examples and case studies from a range of industries, companies and countries. These include Unilever, Snickers, American Express, Volkswagen and Amnesty International, and span campaigns run across different platforms in countries such as China, Canada, Sweden and Singapore.
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. Discussion questions and further reading are provided throughout, and the book is accompanied by a companion website.
Stephan Dahl is Adjunct Associate Professor at Charles Darwin University and James Cook University in Australia. Born in Germany, he worked in media, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain before joining academia. His research interests include social marketing, ethics in marketing and online/social media marketing and he publishes widely in national and international journals, as well as being the author or co-author of several books on social marketing, marketing communications and ethics in marketing. He currently serves on the editorial board of the International Journal of Advertising Research and the Journal of Consumer Affairs. His research has recently been featured in the UK on Channel 4’s Dispatches programme, and BBC’s Newsnight and Look East. He is also the co-author of Marketing Ethics & Society (SAGE, 2015) and co-editor of the Handbook of Marketing Ethics (SAGE, 2021).
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?
Appendix: Example of a Social Media Marketing Plan
Glossary
| Erscheint lt. Verlag | 15.12.2014 |
|---|---|
| Verlagsort | London |
| Sprache | englisch |
| Maße | 186 x 232 mm |
| Gewicht | 670 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 1-4462-8073-X / 144628073X |
| ISBN-13 | 978-1-4462-8073-7 / 9781446280737 |
| Zustand | Neuware |
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