Social Media Marketing: Theories and Applications, Second Edition
Social Media Marketing: Theories and Applications, 2nd Edition by Stephan Dahl
2018 | ISBN: 1473982340, 1473982332 | English | 296 pages | EPUB | 3 MB
2018 | ISBN: 1473982340, 1473982332 | English | 296 pages | EPUB | 3 MB
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.