Social Media Marketing: Theories and Applications - Softcover
Synopsis
Social media has quickly become part of the fabric of our daily lives, and as we have flocked to it, so have most companies and organisations from every sector and industry. It is now the place to attract and sustain our attention. But how is it a new marketing activity and how is it similar to previous practice and customer behaviour? Does it require new modes of thinking about human networks and communications or do the existing conceptual models still apply?
This book offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, and applies them to fun real-life examples and case studies from a range of industries, companies and countries. These include Unilever, Snickers, American Express, Volkswagen and Amnesty International, and span campaigns run across different platforms in countries such as China, Canada, Sweden and Singapore.
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. Discussion questions and further reading are provided throughout, and the book is accompanied by a companion website.
"synopsis" may belong to another edition of this title.
About the Author
Stephan Dahl is a Senior Lecturer in Marketing at Hull University Business School in England and Adjunct Associate Professor at James Cook University in Australia.
Review
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)"About this title" may belong to another edition of this title.
- PublisherSAGE Publications Ltd
- Publication date2015
- ISBN 10 1446280748
- ISBN 13 9781446280744
- BindingPaperback
- LanguageEnglish
- Edition number1
- Number of pages288
- Rating
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Social Media Marketing: Theories and Applications
Published by
Sage Publications Ltd, United Kingdom, London, 2014
ISBN 10: 1446280748
ISBN 13: 9781446280744
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Paperback. Condition: Very Good. Social media has quickly become part of the fabric of our daily lives, and as we have flocked to it, so have most companies and organisations from every sector and industry. It is now the place to attract and sustain our attention. But how is it a new marketing activity and how is it similar to previous practice and customer behaviour? Does it require new modes of thinking about human networks and communications or do the existing conceptual models still apply? This book offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, and applies them to fun real-life examples and case studies from a range of industries, companies and countries. These include Unilever, Snickers, American Express, Volkswagen and Amnesty International, and span campaigns run across different platforms in countries such as China, Canada, Sweden and Singapore. 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. Discussion questions and further reading are provided throughout, and the book is accompanied by a companion website. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # GOR008975386
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Social Media Marketing : Theories and Applications
Published by
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ISBN 10: 1446280748
ISBN 13: 9781446280744
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Social Media Marketing : Theories and Applications
Published by
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ISBN 10: 1446280748
ISBN 13: 9781446280744
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