Social media marketing : theories & applications / Stephen Dahl.
Material type:
TextPublisher: London : SAGE, 2018Copyright date: © Stephen Dahl 2018Edition: Second EditionDescription: xi, 277 pages : illustrations ; 24 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781473982345Subject(s): Internet marketing | Social mediaDDC classification: 658.872 | Item type | Current location | Call number | Materials specified | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
NB-Book
|
Uofcanada Library | 658.872 STE/NB (Browse shelf) | Not for loan | 00001020 |
First published: 2015.
Includes appendix, glossary 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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