Social media marketing : theories & applications / Stephen Dahl.
By: Dahl, Stephan.Material type: BookCall no.: HF5415.1265 .D34 2018Publication: Los Angeles : Sage, 2018Edition: 2nd ed.Description: xi, 277 p.ISBN: 1473982340 (paperback); 9781473982345 (paperback); 1473982332 (hardback); 9781473982338 (hardback).Subject(s): Internet marketing | Social media
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|Book||Faculty of Journalism and Mass Communication Library General Stacks||General Books||HF5415.1265 .D34 2018 (See Similar Items)||Checked out||31/01/2021||31379015906382|
Includes bibliographical references and index.
Part I: 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; Part II: Understanding Platforms in Social Media Marketing; Chapter 4: Traditional Social Media Platforms; Chapter 5: Gaming and Hybrid Platforms; Chapter 6: Mobile and Location-Based Platforms; Part III: Understanding Content in Social Media Marketing; Chapter 7: Persuasiveness; Chapter 8: Engagement; Chapter 9: Electronic Word of Mouth (eWOM); Part IV: Understanding Context in Social Media Marketing; Chapter 10: Measurement, Metrics and Analytics; Chapter 11: Cross-Cultural Aspects and Implications; Chapter 12: Privacy, Ethical and Legal Issues; Afterword: Where Next for Social Media Marketing?
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