How does social media affect consumer behaviour and influence market dynamics? This textbook provides students with the theory and practice of social media marketing and social media management to succeed in their course.
Social Media Marketing is ideal for undergraduate students taking modules on Social Media Marketing as part of their degrees. It offers a critical and in-depth understanding of key aspects of social media marketing that balances the key theories with real-world industry practice.
Features include:
- Cutting-edge material on promotional culture and consumer activism to broaden students' understanding
- International real-world examples throughout, showing how to use various platforms in different contexts
- Material on how to manage social media crises and themes of consumer resistance and anti-branding
This textbook is supported by pedagogical features such as learning outcomes, 'tips from social media managers' boxes, exercise questions and online resources of lecture PowerPoint slides, providing the essential, practical skills for social media marketing success.
Chapter - 00: Introduction;
Chapter - 01: Understanding social media: why and how to study it?;
Chapter - 02: Social media platforms and users;
Chapter - 03: Social media marketing and promotional culture;
Chapter - 04: The game of attention grabbing;
Chapter - 05: Social Media contexts;
Chapter - 06: Social Media Crises;
Chapter - 07: Social media and consumer resistance;
Chapter - 08: Challenges and reflections: what should we do as social media users and managers?;
Chapter - 09: Conclusion
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