Social Media Marketing

6. Revised Auflage 2026
ISBN: 978-1-0362-4128-5
Verlag: SAGE Publications Ltd

Buch, Englisch, 440 Seiten, Format (B × H): 189 mm x 246 mm, Gewicht: 343 g

The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success.

Fully revised for the sixth edition, Social Media Marketing reflects the realities of today’s social media landscape. New to this edition is a chapter dedicated to tactical planning and execution, alongside expanded coverage of paid social advertising and updated discussion on influencer marketing. Artificial intelligence is integrated throughout the book, helping students understand how AI is reshaping social media marketing strategy, content creation, targeting, and analytics in practice.

Written by bestselling author Tracy Tuten, Social Media Marketing, Sixth Edition is an essential resource for undergraduate and postgraduate students studying social media marketing, digital marketing, and related courses.

Autoren/Hrsg.

Tuten, Tracy L.

Inhaltsverzeichnis

PART I: Foundations of Social Media Marketing
CHAPTER 1 THE SOCIAL MEDIA ENVIRONMENT
CHAPTER 2 SOCIAL CONSUMERS
CHAPTER 3 NETWORK EFFECTS AND INFLUENCER MARKETING
PART II: Social Media Marketing Strategy and Planning
CHAPTER 4 SOCIAL MEDIA MARKETING STRATEGY
CHAPTER 5 TACTICAL PLANNING AND EXECUTION
PART III: The Four Zones of Social Media
CHAPTER 6 SOCIAL COMMUNITY
CHAPTER 7 SOCIAL PUBLISHING
CHAPTER 8 SOCIAL ENTERTAINMENT
CHAPTER 9 SOCIAL COMMERCE
PART IV: Social Media Listening and Measurement
CHAPTER 10 SOCIAL LISTENING AND SOCIAL CUSTOMER CARE
CHAPTER 11 SOCIAL MEDIA METRICS
PART V: Social Media Marketing in Practice
CHAPTER 12 THE PLATFORM ZONE

Über Autor(innen)

Tuten, Tracy L.
Dr. Tracy L. Tuten is a Vice President of Research at Illuminas, where she consults with the world’s leading technology brands. A globally recognized authority in marketing strategy and market research, Dr. Tuten brings decades of experience as an educator, researcher, and consultant to her work. Her academic background includes a Ph.D. in Marketing, and she has served as a two-time Fulbright Scholar, sharing her expertise at universities in Korea and Argentina.

Dr. Tuten’s research has been published in leading journals, including Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management. She is the author of several acclaimed books, including the award-winning textbook Social Media Marketing (now in its 5th edition), recognized with the Textbook Excellence Award by the Textbook & Academic Authors Association. Her portfolio also includes Advertisers at Work, a collection of interviews with luminaries in the advertising industry, and pioneering texts on digital advertising and e-commerce. As a consultant, Dr. Tuten has advised leading global brands such as Samsung, Adobe, Dell Technologies, and the New York Times, offering expertise in areas such as branding, consumer behavior, and digital marketing strategy.

She remains active in the academic community by teaching at Champlain College, where she continues to share her knowledge and inspire future marketing professionals. Her numerous accolades include the O’Hare Leadership Award in Direct and Interactive Marketing Education, as well as recognition as a Social Media Master by Ad:Tech. Dr. Tuten’s unique blend of academic rigor and practical expertise ensures her contributions remain invaluable in shaping the next generation of marketers.

Follow her updates on X: @brandacity