Social media marketing: theories & applications /

other_versions_link
Bibliographic Details
Main Author: Dahl, Stephan
Format: Printed Book
Published: London: Sage, 2015.
Subjects:
Internet marketing.
Social media.
Internet marketing-Social aspects.
Online Access:https://books.google.co.in/books?id=jW3fAwAAQBAJ&printsec=frontcover&dq=social+media+marketing+dahl+stephan&hl=en&sa=X&ved=0ahUKEwiglJ-JtIvXAhUHNI8KHaGmCcwQ6AEIJTAA#v=onepage&q=social%20media%20marketing%20dahl%20stephan&f=false
Table of Contents:
  • pt. 1. UNDERSTANDING ACTORS IN SOCIAL MEDIA MARKETING
  • 1. Consumer Tribes And Communities
  • Chapter Overview
  • Learning Outcomes
  • Towards Tribal Consumption
  • The 'Usefulness' of Social Media
  • Consumption in Context: From Exchange to Experience
  • ThinkBox: Symbolic Consumption
  • The Social Context: Subcultures and Tribes
  • The Emerging Importance of Subcultures
  • From Subcultures and Neo-tribes to the Tribal Mainstream
  • Tribes or Brand Communities
  • ThinkBox: Tribal Consumers
  • Tribal Consumers and Traditional Marketing Concepts
  • Summary
  • Research Directions
  • Research Highlight: Netnography
  • Case Study: The Locker Room
  • Further Reading
  • References
  • 2. Users And Co-Creation Of Value
  • Chapter Overview
  • Learning Outcomes
  • Control and Co-creation of Value
  • Control
  • Co-creation
  • Experience Economy
  • Co-creation Concept
  • Think Box: Service or Product?
  • Value
  • ThinkBox: Value
  • Creating Value
  • Consumer Roles
  • Commercial Co-creation
  • ThinkBox: Co-Creation
  • Anti-consumption
  • Critiques of Co-creation
  • ThinkBox: Criticisms
  • Co-creation and Traditional Marketing
  • Summary
  • Research Directions
  • Research Highlight: Value Co-creation in an Online Brand Community
  • Case Study: Volkswagen China
  • Further Reading
  • References
  • 3. Brand And Anthropomorphic Marketing
  • Chapter Overview
  • Learning Outcomes
  • Anthropomorphic Marketing
  • From Hard Sell to Brand Personality and Brand Relationships
  • Anthropomorphism in Marketing
  • Definition of Anthropomorphic Marketing
  • ThinkBox: Anthropomorphic Marketing
  • Persuasiveness of Anthropomorphic Marketing
  • Theoretical Explanations
  • ThinkBox: Peripheral vs. Central Processing
  • ThinkBox: Cultivation Theory
  • Anthropomorphism in Social Media
  • Criticism
  • Summary
  • Research Directions
  • Research Highlight: My Friend Bud
  • Case Study: 3's Dancing Pony
  • Further Reading
  • References
  • pt. 2. UNDERSTANDING PLATFORMS IN SOCIAL MEDIA MARKETING
  • 4. Traditional Social Media Platforms
  • Chapter Overview
  • Learning Outcomes
  • Traditional Social Media
  • Early 'Social Media': BBS, Usenet, Forums
  • The Creation of the 'Social Web' and Web 2.0
  • ThinkBox: Web 1.0 Thinking vs Web 2.0 Thinking
  • Theoretical Underpinnings
  • ThinkBox: Social Contagion
  • ThinkBox: Uses and Gratifications
  • Summary
  • Research Directions
  • Research Highlight: Facing Facebook: Impression Management Strategies in Company-Consumer Interactions
  • Case Study: Curators of Sweden
  • Further Reading
  • References
  • 5. Gaming And Hybrid Platforms
  • Chapter Overview
  • Learning Outcomes
  • Gaming and Hybrid Platforms
  • Early Video Games
  • From MUD to Second Life and Virtual Worlds
  • ThinkBox: Hyperreality and Virtual Worlds
  • In-game Advertising and Advergaming
  • ThinkBox: Advergames
  • Theoretical Models
  • ThinkBox: Social Cognitive Learning
  • ThinkBox: L4MP and Flow
  • Gamification
  • ThinkBox: Gamification
  • Summary
  • Research Directions
  • Research Highlight: Hyperreality
  • Case Study: Doritos' iD3 Brand-building Game
  • Further Reading
  • References
  • 6. Mobile And Location-Based Platforms
  • Chapter Overview
  • Learning Outcomes
  • Mobile and Location-based Platforms
  • ThinkBox: Mobile Social Media
  • The Development of the Mobile Phone
  • Mobile Computing
  • Smart Phones
  • Location-based and Other Enhanced Services
  • Theoretical Considerations
  • ThinkBox: Irritation vs. Usefulness
  • Summary
  • Research Directions
  • Research Highlight: Mobile Gamification
  • Case Study: American Express Sync
  • Further Reading
  • References
  • pt. 3. UNDERSTANDING CONTENT IN SOCIAL MEDIA MARKETING
  • 7. Persuasiveness
  • Chapter Overview
  • Learning Outcomes
  • Social Media Persuasiveness
  • Elaboration Likelihood Model
  • Heuristic-Systematic Model
  • Integrated Model of Persuasion
  • ThinkBox: ELM, HSM and the Integrated Model
  • Other Factors Influencing Persuasion
  • Persuasion Knowledge
  • Online Persuasion Theories
  • Functional Triad
  • 7S
  • ThinkBox: Functional Triad and 7S
  • Positive Factors Influencing Persuasion
  • Credibility
  • Perceived Similarity
  • Parasocial Relationships
  • Summary
  • Research Directions
  • Research Highlight: Brand Image
  • Case Study: M&M's® Brand: Find Red Promotion
  • Further Reading
  • References
  • 8. Engagement
  • Chapter Overview
  • Learning Outcomes
  • Engagement
  • Definition of Engagement
  • ThinkBox: Defining Engagement
  • Attitude--Behaviour Gap
  • Timing of Social Media Engagement
  • ThinkBox: Timing of Engagement
  • Types of Engagement
  • Emotional Engagement
  • Behavioural Engagement
  • Engagement Outside the Brand Sphere
  • ThinkBox: Types of Engagement
  • Mere Virtual Presence
  • Negative Engagement and Culture Jamming
  • Reactance Theory
  • ThinkBox: Reactance
  • Summary
  • Research Directions
  • Research Highlight: Engagement
  • Case Study: World Humanitarian Day: I Was Here (2012)
  • Further Reading
  • References
  • 9. Electronic Word Of Mouth (Ewom)
  • Chapter Overview
  • Learning Outcomes
  • Word Of Mouth
  • Definition of WOM
  • Types of eWOM
  • Associated Terminology
  • ThinkBox: WOM, Viral and Buzz
  • Effectiveness of WOM
  • Two-Step Flow Theory
  • Social Network Theory
  • ThinkBox: Tie Strength
  • Tie Strength
  • Evaluation of Credibility of WOM Messages
  • Motivators of WOM and eWOM
  • ThinkBox: Motivators
  • Valence and Volume
  • Summary
  • Research Directions
  • Research Highlight: WOM and Loyalty
  • Case Study: Shout Out Louds: Blue Ice
  • Further Reading
  • References
  • pt. 4. UNDERSTANDING CONTEXT IN SOCIAL MEDIA MARKETING
  • 10. Measurement, Metrics And Analytics
  • Chapter Overview
  • Learning Outcomes
  • Measuring Social Media
  • ThinkBox: Measurement Basics
  • Stages of Social Media Measurement Planning
  • Frequently Used Measuring Tools
  • ThinkBox: Metrics
  • Comparison to Traditional Websites
  • Comparisons to Traditional Media
  • Media Usage: Public vs. Private
  • ThinkBox: Social Desirability Bias
  • Message content: Information vs. Linking Value
  • Summary
  • Research Directions
  • Research Highlight: Measurements
  • Case Study: Predicting the Elections: Singapore
  • Further Reading
  • References
  • 11. Cross-Cultural Aspects And Implications
  • Chapter Overview
  • Learning Outcomes
  • Cross-cultural Aspects of Social Media
  • Differences in SM Usage
  • ThinkBox: Social Media Usage
  • Cultural factors in Social Media Adoption
  • ThinkBox: Agentic vs. Communal Friendship
  • Reaction to Social Media
  • ThinkBox: Anchoring
  • Reflection of Cultural Values
  • ThinkBox: Cultural Differences
  • Summary
  • Research Directions
  • Research Highlight: Culture
  • Case Study: Amnesty International: Trial By Timeline
  • Further Reading
  • References
  • 12. Privacy, Ethical And Legal Issues
  • Chapter Overview
  • Learning Outcomes
  • Privacy, Ethical and Legal Issues
  • Privacy
  • ThinkBox: Social Capital
  • Data Protection
  • Legal and Ethical
  • Legal Frameworks/Self-regulation
  • ThinkBox: Regulation
  • Ethical Frameworks
  • Children and Games
  • Alcohol Promotion
  • ThinkBox: Ethical vs. Legal
  • Summary
  • Research Directions
  • Research Highlight: Advergames
  • Case Study: Snickers #SponsoredTweets
  • Further Reading
  • References
  • 13. Afterword: Where Next For Social Media Marketing?.

Similar Items