Social media marketing : theories & applications
Stephan Dahl
Bok Engelsk 2021
| Originaltittel | |
|---|---|
| Omfang | xiv, 294 sider : illustrasjoner, diagrammer
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| Utgave | Third edition
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| Opplysninger | Forrige utgave: 2018. - Part 1: 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 Chapter 4: Influencer Marketing Part 2: Understanding Platforms in Social Media Marketing Chapter 5: Traditional Social Media Platforms Chapter 6: Gaming and Hybrid Platforms Chapter 7: Mobile and Location-Based Platforms Part 3: Understanding Content in Social Media Marketing Chapter 8: Persuasiveness Chapter 9: Engagement Chapter 10: Electronic Word of Mouth (EWOM) Part 4: Understanding Context in Social Media Marketing Chapter 11: Measurement, Metrics and Analytics Chapter 12: Cross-Cultural Aspects and Implications Chapter 13: Privacy, Ethical and Legal Issues Chapter 14: Afterword. - "Providing a uniquely scholarly approach towards the subject, Social Media Marketing continues to draw on current trends and research to deliver a critical evaluation of social media marketing in relation to marketing theory and business and social science scholarship alongside industry perspectives.Now in its third edition, this popular text has been updated to include technological advances in practice such as AI and virtual marketing, alongside a brand-new chapter on the rise of influencer culture and marketing. Examples and case studies throughout also help students to contextualise the text through popular brands and platforms such as Instagram, Dunkin Donuts, Amazon and also political marketing for social movements such as Extinction Rebellion."
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| Emner | |
| Dewey | |
| ISBN | 9781529720815. - 9781529720822
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