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Table of Contents
Part I. Foundations of social media marketing. 1. Introduction to social media marketing ; 2. Strategic directions in B2C social media marketing ; 3. Cross-cultural differences in social media use: Implications for international social media marketing strategy ; 4. Consumer ties and social media consumer culture in social media networks ; 5. From global activism to knowledge-sharing with colleagues: a typology of online communities
Part II. Methodologies and theories in social media marketing. 6. Social media research using big data - types, techniques, and technologies ; 7. Analysing digital dialogue: implications for research and practice ; 8. Approaches to emotion and sentiment analysis ; 9. Social cognition and virality in online networks ; 10. Eye tracking as a research method for social media
Part III. Channels and platforms in social media marketing. 11. Geopolitical overview of social media platforms: from Beijing to Berlin ; 12. The social shopping movement in China: from TaoBao to WeChat ; 13. Social media data in digital placemaking ; 14. How influencers influence: conceptualizing the influencer map for marketing
Part IV. Tools, tactics and techniques in social media marketing. 15. Social media marketing: the opportunities and challenges of paid, owned, and earned media ; 16. A typology of brand-related content on social media ; 17. Virtual influencers: antecedents and typologizing ; 18. Visual communication in social media marketing ; 19. Memes: interactive creative intertextuality on social media ; 20. Do you speak emoji? the language of emojis
Part V. Management and metrics in social media. 21. Positive messaging and employee brand advocacy ; 22. Firm strategies for one-on-one exchanges with customers in social media ; 23. Understanding complaining, service failure identification and service recovery via social media ; 24. Organizational exit strategies on social meida platforms ; 25. Social meida metrics: from vanity to sanity ; 26. A/B testing in social media
Part VI. Ethical issues in social media. 27. The reputation economy: a tale as old as time or a new paradigm? ; 28. Unethical behaviour of social media influencers: history, practice and future research ; 29. The ethics of using social media influencers for marketing purposes ; 30. Managing incivility in online brand communities.
Part II. Methodologies and theories in social media marketing. 6. Social media research using big data - types, techniques, and technologies ; 7. Analysing digital dialogue: implications for research and practice ; 8. Approaches to emotion and sentiment analysis ; 9. Social cognition and virality in online networks ; 10. Eye tracking as a research method for social media
Part III. Channels and platforms in social media marketing. 11. Geopolitical overview of social media platforms: from Beijing to Berlin ; 12. The social shopping movement in China: from TaoBao to WeChat ; 13. Social media data in digital placemaking ; 14. How influencers influence: conceptualizing the influencer map for marketing
Part IV. Tools, tactics and techniques in social media marketing. 15. Social media marketing: the opportunities and challenges of paid, owned, and earned media ; 16. A typology of brand-related content on social media ; 17. Virtual influencers: antecedents and typologizing ; 18. Visual communication in social media marketing ; 19. Memes: interactive creative intertextuality on social media ; 20. Do you speak emoji? the language of emojis
Part V. Management and metrics in social media. 21. Positive messaging and employee brand advocacy ; 22. Firm strategies for one-on-one exchanges with customers in social media ; 23. Understanding complaining, service failure identification and service recovery via social media ; 24. Organizational exit strategies on social meida platforms ; 25. Social meida metrics: from vanity to sanity ; 26. A/B testing in social media
Part VI. Ethical issues in social media. 27. The reputation economy: a tale as old as time or a new paradigm? ; 28. Unethical behaviour of social media influencers: history, practice and future research ; 29. The ethics of using social media influencers for marketing purposes ; 30. Managing incivility in online brand communities.