Social media marketing : theories & applications

Review Social Media Marketing is one of my favourite social media textbooks. It contains a great balance of theory which is applied and explained well. Dahl addresses emerging and new concepts which are rarely included in other texts, such as social messiness, the experience economy and social contagion.  -- AnnMarie HanlonFinally, a book on Social Media Marketing that will stretch the inquisitive minds of new generation of students.  Addressed to digital natives, this book excels at providing frameworks they can apply to their innate understanding of the digital world.  Help them analyse this world. Question it. Change it. That to me is a winning formula. Relevant, rigorous and reflective. -- Dr Julia Wolny Product Description This book is not available as a print inspection copy. To download an e-version click here or for more information contact your local sales representative. The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing whilst taking a thorough refreshment of the cases, examples and the literature. The book offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, providing discussion questions and further reading throughout. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing. The book is supported by real-life examples and case studies from a range of industries, companies and countries such as China, Canada, Sweden and Singapore. They include DHL (Germany), Dubai Foundation for Women and Children, Google (Taiwan), Addict Aide (France) Canada (opera Vancouver), Britain (British Tourism), Procter & Gamble (Global), Maggi (India), McDonalds (Global), eBags (US/Global), Vodafone (Romania). Online resources for this book are available here ?Suitable for Marketing, Advertising or Media students taking classes on social media or digital marketing at upper undergraduate, Masters or Doctoral level. About the Author Stephan Dahl is Adjunct Associate Professor at Charles Darwin University and James Cook University in Australia. Born in Germany, he worked in media, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain before joining academia.His research interests include social marketing, ethics in marketing and online/social media marketing and he publishes widely in national and international journals, as well as being the author or co-author of several books on social marketing, marketing communications and ethics in marketing. He currently serves on the editorial board of the International Journal of Advertising Research and the Journal of Consumer Affairs. His research has recently been featured in the UK on Channel 4’s Dispatches programme, and BBC’s Newsnight and Look East.He is also the co-author of Marketing Ethics & Society (SAGE, 2015) and co-editor of the Handbook of Marketing Ethics (SAGE, 2021).