The SAGE Handbook of Social Media Marketing

Author Annmarie Hanlon - Tracy L. Tuten

Publisher SAGE

Format

eBook

2nd Edition 1st Edition

Quantity

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Author

Annmarie Hanlon - Tracy L. Tuten

Publisher

SAGE

Volume

Copyright

2022

ISBN13

9781529784473

Release

Format

eBook

DDC
TBD

Related Series

Digital Media & Literacy Studies eBooks
Overview

This handbook explores the foundations and methodologies in analyzing the important aspects of social media for organizations and consumers. It investigates critical areas concerning communities, culture, communication, and content, and considers social media sales.
Front Cover.
Half Title Page.
Other Frontmatter.
Title Page.
Copyright Page.
Photo Credits.
Contents.
List of Figures.
List of Tables.
Notes on the Editors and Contributors.
1: Foundations of Social Media Marketing.
2: Introduction to Social Media Marketing.
3: Strategic Directions in B2C Social Media Marketing.
4: Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy.
5: Consumer Ties and Social Media Consumer Culture in Social Media Networks.
6: From Global Activism to Knowledge-Sharing with Colleagues: A Typology of Online Communities.
7: Methodologies and Theories in Social Media Marketing.
8: Social Media Research Using Big Data – Types, Techniques, and Technologies.
9: Analysing Digital Dialogue: Implications for Research and Practice.
10: Approaches to Emotion and Sentiment Analysis.
11: Social Contagion and Virality in Online Networks.
12: Eye Tracking as a Research Method for Social Media.
13: Channels and Platforms in Social Media Marketing.
14: Geopolitical Overview of Social Media Platforms: From Beijing to Berlin.
15: The Social Shopping Movement in China: From TaoBao to WeChat.
16: Social Media Data in Digital Placemaking.
17: How Influencers Influence: Conceptualizing the Influencer Map for Marketing.
18: Tools, Tactics and Techniques in Social Media Marketing.
19: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media.
20: A Typology of Brand-Related Content on Social Media.
21: Virtual Influencers: Antecedents and Typologizing.
22: Visual Communication in Social Media Marketing.
23: Memes: Interactive Creative Intertextuality on Social Media.
24: Do You Speak Emoji? The Language of Emojis.
25: Management and Metrics in Social Media.
26: Positive Messaging and Employee Brand Advocacy.
27: Firm Strategies for One-on-One Exchanges with Customers in Social Media.
28: Understanding Complaining, Service Failure Identifica
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The SAGE Handbook of Social Media Marketing

Product Details

Overview

Table of Contents