The SAGE Handbook of Social Media Marketing (eBook, ePUB)

Redaktion: Hanlon, Annmarie; Tuten, Tracy L. L.

• Format: ePub

Produktbeschreibung

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area.

Part 1: Foundations of Social Media Marketing

Part 2: Methodologies and Theories in Social Media

Part 3: Channels and Platforms in Social Media

Part 4: Tools, Tactics, and Techniques in Social Media Marketing

Part 5: Management and Metrics in Social Media

Part 6: Ethical Issues in Social Media

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Produktdetails

• Verlag: SAGE Publications
• Erscheinungstermin: 16. Juni 2022
• Englisch
• ISBN-13: 9781529786453
• Artikelnr.: 63272179

Autorenporträt

Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations.

Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors' award for the best worldwide results. As an early adopter, working in 'online marketing' since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice.

Annmarie's SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner.

Follow her updates on Twitter @AnnmarieHanlon

Inhaltsangabe

Part 1: Foundations of Social Media
Chapter 1: Introduction to Social Media Marketing - Tracy L. Tuten & Annmarie Hanlon
Chapter 2: Strategic Directions in B2C Social Media Marketing - Karen E. Mishra & Brian J. Baldus
Chapter 3: Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy - Jae Min Jung, Kyeong Sam Min, Kristen R. Schiele, Anthony Kim, Jing Hu, Xin Liu, Curtis P. Haugtvedt, & James J. Kellaris
Chapter 4: Consumer Ties and Social Media Consumer Culture in Social Media Networks - Duygu Akdevelioglu & Alladi Venkatesh
Chapter 5: From Global Action to Knowledge-sharing with your Colleagues: A Typology of Online Communities - Stephan Dahl & Ana Margarida Barreto
Part 2: Methodologies and Theories in Social Media
Chapter 6: Social Media Research Using Big Data - Types, Techniques, and Technologies - Theo Lynn & Pierangelo Rosati
Chapter 7: Analysing Digital Dialogue: Implications for Research and Practice - Sarah Glozer
Chapter 8: Approaches to Emotion and Sentiment Analysis - Ana Isabel Canhoto
Chapter 9: Social Contagion in Online Networks and Virality - Franco Curmi
Chapter 10: Eye Tracking Research Methodology for Social Media - Ellen Roemer
Part 3: Channels and Platforms in Social Media
Chapter 11: Geopolitical Overview of Social Media Platforms - From Beijing to Berlin - Sabine Baumann
Chapter 12: The Social Shopping Movement in China from TaoBao to WeChat - Wenkai Zhou
Chapter 13: Social Media Data in Placemaking - Brendan James Keegan & Rossano Schifanella
Chapter 14: How Influencers Influence: Conceptualizing the Influencer Map for Marketing - Karen Freberg, Brian G. Smith, & Lauren Silva
Part 4: Tools, Tactics and Techniques in Social Media
Chapter 15: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media - Valeria Penttinen & Robert Ciuchita
Chapter 16: A Typology of Brand-Related Content on Social Media - Jana Gross
Chapter 17: Virtual Influencers: Antecedents and Typologizing - Jon Engström
Chapter 18: Visual Communication in Social Media Marketing - Natalia Maehle, Caterina Presi, & Ingeborg A. Kleppe
Chapter 19: Memes: Interactive Creative Intertextuality on Social Media - Alexander Laskin & Yasha A. Laskin
Chapter 20: Do You Speak Emoji? The Language of Emojis - Ivana Ebel & Joatan Preis Dutra
Part 5: Management and Metrics in Social Media
Chapter 21: Firm Strategies for One-on-One Exchanges with Customers in Social Media - Kelly Hewett, Steven Hoornaert, & Matthijs Meire
Chapter 22: Positive Messaging and Employee Brand Advocacy - Ann M. Torres & Aisling Keenan Gaylard
Chapter 23: Understanding Complaining, Service Failure Identification and Service Recovery via Social Media - Karen Jones
Chapter 24: Organizational Exit Strategies on Social Media Platforms - Carsten Dirk Schultz & Björn Kruse
Chapter 25: Social Media Metrics from Vanity to Sanity - Karen Sutherland
Part 6: Ethical Issues in Social Media
Chapter 26: A/B Testing in Social Media - Carolyn Popp Garrity
Chapter 27: The Reputation Economy: A Tale as Old as Time or a New Paradigm? - Laura S. Rifkin, Canan Corus, & Colleen P. Kirk
Chapter 28: Unethical Behaviour of Social Media Influencers: History, Practice and Future Research - Marina Leban
Chapter 29: The Ethics of Using Social Media Influencers for Marketing Purposes - Irina Gorea & Jenna Jacobson
Chapter 30: Managing Uncivil Interactions in Online Brand Communities - Denitsa Dineva