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Social media marketing : theories & applications /
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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| Formato: | Printed Book |
| Publicado em: |
London:
Sage,
2018.
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| Edição: | Second edition. |
| Assuntos: | |
| Acesso em linha: | http://study.sagepub.com/businessandmanagement |
Sumário:
- 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?