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Social media marketing : theories & applications / Stephen Dahl.

By: Material type: TextTextEdition: Second edition; 2EDescription: xi, 277 pages ; 24 cmISBN:
  • 1473982340
  • 9781473982345
  • 1473982332
  • 9781473982338
Subject(s): Additional physical formats: Electronic version:: Social media marketing.DDC classification:
  • 658.87 23 DAH.S
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.
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Holdings
Item type Current library Home library Call number Status Date due Barcode
Book Book Campus Library Kariavattom Processing Center Campus Library Kariavattom 658.87 DAH.S (Browse shelf(Opens below)) Available UCL27750

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.

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