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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 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.

Social Media Marketing Summary

Social Media Marketing: Theories and Applications by Stephan Dahl

Providing a uniquely scholarly approach towards the subject, Social Media Marketing continues to draw on current trends and research to deliver a critical evaluation of social media marketing in relation to marketing theory and business and social science scholarship alongside industry perspectives.

Now in its third edition, this 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 also help students 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.

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 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

Additional information

NGR9781529720822
9781529720822
1529720826
Social Media Marketing: Theories and Applications by Stephan Dahl
Stephan Dahl
New
Paperback
SAGE Publications Ltd
20210427
312
null null null null null null null null null null
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a new book - be the first to read this copy. With untouched pages and a perfect binding, your brand new copy is ready to be opened for the first time

Customer Reviews - Social Media Marketing