You are here

Social Media Marketing
Share

Social Media Marketing

Fourth Edition
Additional resources:


December 2020 | 480 pages | SAGE Publications Ltd
**Winner of the TAA 2017 Textbook Excellence Award**

Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users.”
TAA Judges Panel

The market leading and award winning text on social media marketing has been fully updated for this fourth edition. 

With a balance of essential theory and practical application, the text has been been thoroughly revised to reflect the latest developments in social media marketing research and practice.

11 new case studies have been added to the 'Case Zone', including TikTok, LEGO, Nespresso and Puma. A student-engaging case study now runs throughout the entire textbook looking at the US based company Kombucha 221 BC to help develop understanding of each chapter.

The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank.

A must-have text for those studying social media marketing.

 
Part One: Foundations of Social Media Marketing
 
Chapter 1: The Social Media Environment
 
Chapter 2: Social Consumers
 
Chapter 3: Network Structure and Group Influences in Social Media
 
Part Two: Social Media Marketing Strategy and Planning
 
Chapter 4: Social Media Marketing Strategy
 
Chapter 5: Tactical Planning and Execution
 
Part Three: The Four Zones of Social Media
 
Chapter 6: Social Community
 
Chapter 7: Social Publishing
 
Chapter 8: Social Entertainment
 
Chapter 9: Social Commerce
 
Part Four: Social Media Data Management and Measurement
 
Chapter 10: Social Media Analytics
 
Chapter 11: Social Media Metrics
 
Part Five: Social Media Marketing in Practice
 
The Case Zone

Supplements

Click for online resources

Student resources

  • Author videos
  • YouTube Playlist
  • Additional Case Studies
  • Weblinks


Lecturer resources

  • Testbanks
  • PowerPoints
  • Instructors Manual
  • Additional Case Studies
  • Author approved YouTube links
  • Downloadable figures and tables
  • Canvas Course Cartridge

Key features
NEW TO THIS EDITION:
  • Includes a new chapter on tactical planning and execution
  • Features coverage of the latest research within social media marketing
  • Features expanded and all new case studies and examples (including Facebook, Instagram, Twitter, Snapchat, etc.), and discusses these in relation to globally recognized brands such as Pokémon Go, Nike, Amazon Kindle, and Lady Gaga
KEY FEATURES:
  • Well-balanced coverage of practical and theoretical content
  • The "four zones" of social media marketing provide a pedagogical framework for students
  • Connects social media marketing to marketing textbook principles

Preview this book

Select a Purchasing Option


Paperback
ISBN: 9781529731989
$66.00

Hardcover
ISBN: 9781529731996
$179.00