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Social Media Marketing Stephan Dahl

Social Media Marketing By Stephan Dahl

Social Media Marketing by Stephan Dahl

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Summary

The Second Edition of this popular text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing whilst taking a thorough refreshment of the cases, examples and the literature.

Social Media Marketing Summary

Social Media Marketing: Theories and Applications by Stephan Dahl

The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing, whilst taking a thorough refreshment of the cases, examples and the literature.

It offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, providing discussion questions and further reading throughout. 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.


The book is supported by real-life examples and case studies from a range of industries, companies and countries such as China, Canada, Sweden and Singapore. They include DHL (Germany), Dubai Foundation for Women and Children, Google (Taiwan), Addict Aide (France) Canada (opera Vancouver), Britain (British Tourism), Procter & Gamble (Global), Maggi (India), McDonalds (Global), eBags (US/Global), Vodafone (Romania).

Online resources for this book are available here

Suitable for Marketing, Advertising or Media students taking classes on social media or digital marketing at upper undergraduate, Masters or Doctoral level.

Social Media Marketing Reviews

Social Media Marketing is one of my favourite social media textbooks. It contains a great balance of theory which is applied and explained well. Dahl addresses emerging and new concepts which are rarely included in other texts, such as social messiness, the experience economy and social contagion.

-- AnnMarie Hanlon

Finally, a book on Social Media Marketing that will stretch the inquisitive minds of new generation of students. Addressed to digital natives, this book excels at providing frameworks they can apply to their innate understanding of the digital world. Help them analyse this world. Question it. Change it. That to me is a winning formula. Relevant, rigorous and reflective.


-- Dr Julia Wolny

About Stephan Dahl

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).

Table of Contents

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?

Additional information

GOR009768250
9781473982345
1473982340
Social Media Marketing: Theories and Applications by Stephan Dahl
Stephan Dahl
Used - Very Good
Paperback
SAGE Publications Ltd
20180404
296
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Social Media Marketing