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Social media marketing : theories & applications / Stephen Dahl.

By: Publisher: Los Angeles, California, USA ; London, England, UK : SAGE Publications, Inc., ©2018Edition: Second edition; 2EDescription: xi, 277 pages : 24 cm. illustrationsContent type:
  • text
  • still image
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 1473982340
  • 9781473982345
  • 1473982332
  • 9781473982338
Subject(s): Additional physical formats: Electronic version:: Social media marketing.DDC classification:
  • 658.87 D13 2018 23
LOC classification:
  • HF5415.1265 .D343 2018
Other classification:
  • 05.31
  • 85.40
Online resources:
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?
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.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.
Holdings
Item type Current library Collection Call number Copy number Status Barcode
Books Books College Library General Circulation Section GC GC 658.87 D13 2018 (Browse shelf(Opens below)) c.1 Available HNU001122
Books Books College Library General Circulation Section GC GC 658.87 D13 2018 (Browse shelf(Opens below)) c.2 Available HNU001138

First published: 2015.

Includes bibliographical references and index.

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?

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.

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.

College of Business and Accountancy Marketing Management

Text in English

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