The third edition of this popular text offers a uniquely scholarly approach towards the subject and has been fully updated to include technological advances in practice such as AI and virtual marketing, and a brand-new chapter on the rise of influencer culture and marketing.

Helping you make the connections between the theory and practice of social media marketing, this third edition of the 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 help you 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.

Autorentext

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).

Inhalt

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