Hanlon / Tuten The SAGE Handbook of Social Media Marketing

1. Auflage 2022
ISBN: 978-1-5297-8645-3
Verlag: SAGE Publications
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 552 Seiten, EPUB3

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area.
Part 1: Foundations of Social Media Marketing
Part 2: Methodologies and Theories in Social Media
Part 3: Channels and Platforms in Social Media
Part 4: Tools, Tactics, and Techniques in Social Media Marketing
Part 5: Management and Metrics in Social Media
Part 6: Ethical Issues in Social Media

Autoren/Hrsg.

Hanlon, Annmarie

Tuten, Tracy L.

Inhaltsverzeichnis

Part 1: Foundations of Social Media

Chapter 1: Introduction to Social Media Marketing - Tracy L. Tuten & Annmarie Hanlon

Chapter 2: Strategic Directions in B2C Social Media Marketing - Karen E. Mishra & Brian J. Baldus

Chapter 3: Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy - Jae Min Jung, Kyeong Sam Min, Kristen R. Schiele, Anthony Kim, Jing Hu, Xin Liu, Curtis P. Haugtvedt, & James J. Kellaris

Chapter 4: Consumer Ties and Social Media Consumer Culture in Social Media Networks - Duygu Akdevelioglu & Alladi Venkatesh

Chapter 5: From Global Action to Knowledge-sharing with your Colleagues: A Typology of Online Communities - Stephan Dahl & Ana Margarida Barreto

Part 2: Methodologies and Theories in Social Media

Chapter 6: Social Media Research Using Big Data - Types, Techniques, and Technologies - Theo Lynn & Pierangelo Rosati

Chapter 7: Analysing Digital Dialogue: Implications for Research and Practice - Sarah Glozer

Chapter 8: Approaches to Emotion and Sentiment Analysis - Ana Isabel Canhoto

Chapter 9: Social Contagion in Online Networks and Virality - Franco Curmi

Chapter 10: Eye Tracking Research Methodology for Social Media - Ellen Roemer

Part 3: Channels and Platforms in Social Media

Chapter 11: Geopolitical Overview of Social Media Platforms - From Beijing to Berlin - Sabine Baumann

Chapter 12: The Social Shopping Movement in China from TaoBao to WeChat - Wenkai Zhou

Chapter 13: Social Media Data in Placemaking - Brendan James Keegan & Rossano Schifanella

Chapter 14: How Influencers Influence: Conceptualizing the Influencer Map for Marketing - Karen Freberg, Brian G. Smith, & Lauren Silva

Part 4: Tools, Tactics and Techniques in Social Media

Chapter 15: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media - Valeria Penttinen & Robert Ciuchita

Chapter 16: A Typology of Brand-Related Content on Social Media - Jana Gross

Chapter 17: Virtual Influencers: Antecedents and Typologizing - Jon Engström

Chapter 18: Visual Communication in Social Media Marketing - Natalia Maehle, Caterina Presi, & Ingeborg A. Kleppe

Chapter 19: Memes: Interactive Creative Intertextuality on Social Media - Alexander Laskin & Yasha A. Laskin

Chapter 20: Do You Speak Emoji? The Language of Emojis - Ivana Ebel & Joatan Preis Dutra

Part 5: Management and Metrics in Social Media

Chapter 21: Firm Strategies for One-on-One Exchanges with Customers in Social Media - Kelly Hewett, Steven Hoornaert, & Matthijs Meire

Chapter 22: Positive Messaging and Employee Brand Advocacy - Ann M. Torres & Aisling Keenan Gaylard

Chapter 23: Understanding Complaining, Service Failure Identification and Service Recovery via Social Media - Karen Jones

Chapter 24: Organizational Exit Strategies on Social Media Platforms - Carsten Dirk Schultz & Björn Kruse

Chapter 25: Social Media Metrics from Vanity to Sanity - Karen Sutherland

Part 6: Ethical Issues in Social Media

Chapter 26: A/B Testing in Social Media - Carolyn Popp Garrity

Chapter 27: The Reputation Economy: A Tale as Old as Time or a New Paradigm? - Laura S. Rifkin, Canan Corus, & Colleen P. Kirk

Chapter 28: Unethical Behaviour of Social Media Influencers: History, Practice and Future Research - Marina Leban

Chapter 29: The Ethics of Using Social Media Influencers for Marketing Purposes - Irina Gorea & Jenna Jacobson

Chapter 30: Managing Uncivil Interactions in Online Brand Communities - Denitsa Dineva

Über Autor(innen)

Tuten, Tracy L.
Tracy L. Tuten is a professor of marketing at Sofia University, USA and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field.

Dr. Tuten’s publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She’s been recognized with teaching awards at her respective institutions and with national awards, such as the O’Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers.

Follow her updates on Twitter @brandacity

Hanlon, Annmarie
Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations.

Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results. As an early adopter, working in ‘online marketing’ since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice.

Annmarie’s SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner.

Follow her updates on Twitter @AnnmarieHanlon