The SAGE Handbook of Social Media Marketing by Annmarie Hanlon (English) Hardcov

Description: FREE SHIPPING UK WIDE The SAGE Handbook of Social Media Marketing by Annmarie Hanlon, Tracy L. Tuten 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. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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 MarketingPart 2: Methodologies and Theories in Social MediaPart 3: Channels and Platforms in Social MediaPart 4: Tools, Tactics, and Techniques in Social Media MarketingPart 5: Management and Metrics in Social MediaPart 6: Ethical Issues in Social Media Author Biography 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.Annmaries SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner.Follow her updates on Twitter @AnnmarieHanlon 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. Tutens 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. Shes been recognized with teaching awards at her respective institutions and with national awards, such as the OHara 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 Table of Contents Part 1: Foundations of Social MediaChapter 1: Introduction to Social Media Marketing - Tracy L. Tuten & Annmarie HanlonChapter 2: Strategic Directions in B2C Social Media Marketing - Karen E. Mishra & Brian J. BaldusChapter 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. KellarisChapter 4: Consumer Ties and Social Media Consumer Culture in Social Media Networks - Duygu Akdevelioglu & Alladi VenkateshChapter 5: From Global Action to Knowledge-sharing with your Colleagues: A Typology of Online Communities - Stephan Dahl & Ana Margarida BarretoPart 2: Methodologies and Theories in Social MediaChapter 6: Social Media Research Using Big Data - Types, Techniques, and Technologies - Theo Lynn & Pierangelo RosatiChapter 7: Analysing Digital Dialogue: Implications for Research and Practice - Sarah GlozerChapter 8: Approaches to Emotion and Sentiment Analysis - Ana Isabel CanhotoChapter 9: Social Contagion in Online Networks and Virality - Franco CurmiChapter 10: Eye Tracking Research Methodology for Social Media - Ellen RoemerPart 3: Channels and Platforms in Social MediaChapter 11: Geopolitical Overview of Social Media Platforms - From Beijing to Berlin - Sabine BaumannChapter 12: The Social Shopping Movement in China from TaoBao to WeChat - Wenkai ZhouChapter 13: Social Media Data in Placemaking - Brendan James Keegan & Rossano SchifanellaChapter 14: How Influencers Influence: Conceptualizing the Influencer Map for Marketing - Karen Freberg, Brian G. Smith, & Lauren SilvaPart 4: Tools, Tactics and Techniques in Social MediaChapter 15: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media - Valeria Penttinen & Robert CiuchitaChapter 16: A Typology of Brand-Related Content on Social Media - Jana GrossChapter 17: Virtual Influencers: Antecedents and Typologizing - Jon EngströmChapter 18: Visual Communication in Social Media Marketing - Natalia Maehle, Caterina Presi, & Ingeborg A. KleppeChapter 19: Memes: Interactive Creative Intertextuality on Social Media - Alexander Laskin & Yasha A. LaskinChapter 20: Do You Speak Emoji? The Language of Emojis - Ivana Ebel & Joatan Preis DutraPart 5: Management and Metrics in Social MediaChapter 21: Firm Strategies for One-on-One Exchanges with Customers in Social Media - Kelly Hewett, Steven Hoornaert, & Matthijs MeireChapter 22: Positive Messaging and Employee Brand Advocacy - Ann M. Torres & Aisling Keenan GaylardChapter 23: Understanding Complaining, Service Failure Identification and Service Recovery via Social Media - Karen JonesChapter 24: Organizational Exit Strategies on Social Media Platforms - Carsten Dirk Schultz & Björn KruseChapter 25: Social Media Metrics from Vanity to Sanity - Karen SutherlandPart 6: Ethical Issues in Social MediaChapter 26: A/B Testing in Social Media - Carolyn Popp GarrityChapter 27: The Reputation Economy: A Tale as Old as Time or a New Paradigm? - Laura S. Rifkin, Canan Corus, & Colleen P. KirkChapter 28: Unethical Behaviour of Social Media Influencers: History, Practice and Future Research - Marina LebanChapter 29: The Ethics of Using Social Media Influencers for Marketing Purposes - Irina Gorea & Jenna JacobsonChapter 30: Managing Uncivil Interactions in Online Brand Communities - Denitsa Dineva Details ISBN1529743788 Language English Year 2022 ISBN-10 1529743788 ISBN-13 9781529743784 Format Hardcover Place of Publication London Country of Publication United Kingdom Pages 552 Publication Date 2022-06-27 NZ Release Date 2022-06-27 UK Release Date 2022-06-27 Author Tracy L. Tuten Edited by Tracy L. Tuten Birth 1949 Affiliation - Position Consultant in Anaesthesia Qualifications Ph.D. DEWEY 658.872 Audience Professional & Vocational Publisher Sage Publications Ltd Imprint Sage Publications Ltd AU Release Date 2022-06-26 We've got this At The Nile, if you're looking for it, we've got it. 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