Social Media Marketing

Höfundar: Zizheng Yu; Hyunsun Yoon (Útgáfa: 1)
Social Media Marketing

Kaup valmöguleikar

The ideal textbook for understanding how social media shapes consumer behaviour and marketing strategy. Social Media Marketing by Zizheng Yu and Hyunsun Yoon provides undergraduate students with a comprehensive introduction to the theory and practice of social media in contemporary marketing. Ideal for modules in digital and social media marketing, it equips learners with the analytical, strategic and creative skills needed to understand and manage social media platforms as dynamic tools of communication, influence and engagement.

Bridging academic theory with real-world practice, this textbook explores how social media transforms consumer behaviour, brand relationships and brand crises. It examines promotional culture, online communities and the rise of consumer activism, offering students a critical perspective on both the opportunities and risks of social media engagement. International real-world examples include Fabindia, Unilever, Gymshark and Gentle Monster show how different platforms are used across global markets, while new material on crisis management, consumer resistance and anti-branding reflects today's complex and fast-moving digital environment.

Learning is reinforced through: - Learning outcomes and clear chapter objectives to guide study- Discussion points and exercises to build confidence and critical thinking- Online lecturer resources, including PowerPoint slides for structured teachingWhether studying marketing, media or communication, Social Media Marketing gives students the theoretical grounding and practical tools to analyse, plan and execute effective social media strategies with impact and integrity.

Nánar um bókina

Útgefandi
Kogan Page
ISBN
9781398623156
Print ISBN
9781398623149
Format
ePub
Útgáfa
1
Höfundar
Zizheng Yu; Hyunsun Yoon
Tungumál
English
Útgefið
2026-03-03
Prent takmörkun á líftíma
100
Prent takmörkun
10
Afritunar takmörkun
10

Kaflar

  • Cover
  • Endorsements
  • Titlepage
  • Dedication
  • Contents
  • About the authors
  • Walkthrough of textbook features and online resources
  • 01 Introduction: understanding social media – why and how to study it?
  • Introduction
  • Definitions of social media
  • Social media marketing in consumer society
  • Purpose of the book
  • Overview of the chapters
  • References
  • 02 Social media platforms and users
  • Introduction
  • Evolution of social media platforms
  • Platform dynamics: control, connectivity, and capture
  • Social media platforms in different regions
  • User engagement
  • Chapter summary
  • References
  • 03 Understanding social media marketing and promotional culture
  • Introduction
  • Debates around social media marketing
  • The commodified consumers
  • Pervasive marketing vs unequal power dynamics
  • Free labour vs consumer engagement
  • Chapter summary
  • References
  • 04 The game of attention grabbing?
  • Introduction
  • Like battle: why attention matters
  • Strategies for creating engaging content
  • The role of social media influencers in the attention game
  • Addressing dis/misinformation as a social media manager
  • Chapter summary
  • References
  • 05 Beyond Western platforms: insights from China’s social media landscape
  • Introduction
  • Shifts in digital marketing practices
  • No universal social media strategy
  • Competition between platforms and social media marketing in China
  • Chapter summary
  • References
  • 06 Managing social media crises
  • Introduction
  • Understanding social media crises: definitions
  • Common types, triggers and impact of social media crises
  • Social media crises prevention and management
  • Critical reflection on social media crises and corporate response strategies
  • Chapter summary
  • References
  • 07 Social media and consumer resistance: anti-branding and digital consumer activism
  • Introduction
  • The rise of anti-branding and consumer resistance
  • Social media empowerment in consumer activism: a Global South perspective
  • How should we deal with consumer activism: challenges and opportunities
  • Chapter summary
  • Note
  • References
  • 08 Conclusion: toward a critical future for social media marketing
  • Introduction
  • The imperative of cultural sensitivity and localization
  • Digital platform evolution and embedded e-commerce
  • Ethical considerations and power dynamics in digital marketing
  • Crisis management and the empowered consumer
  • The Global South: a new frontier for critical social media marketing
  • Chapter summary
  • Three core principles for effective and responsible social media marketing
  • References
  • Reference list for the real-world examples
  • Index
  • Copyright