Social Media Marketing

How does social media affect consumer behaviour and influence market dynamics? This textbook provides students with the theory and practice of social media marketing and social media management to succeed in their course.
Social Media Marketing is ideal for undergraduate students taking modules on Social Media Marketing as part of their degrees. It offers a critical and in-depth understanding of key aspects of social media marketing that balances the key theories with real-world industry practice.
Features include:
- Cutting-edge material on promotional culture and consumer activism to broaden students' understanding
- International real-world examples throughout, showing how to use various platforms in different contexts
- Material on how to manage social media crises and themes of consumer resistance and anti-branding
This textbook is supported by pedagogical features such as learning outcomes, 'tips from social media managers' boxes, exercise questions and online resources of lecture PowerPoint slides, providing the essential, practical skills for social media marketing success.

Zizheng Yu is Programme Director of the MA in Social Media and Digital Marketing at Exeter University, UK. He worked in senior branding positions across the world and as a Journalist for Chinese Southern Daily in Foshan and for UK Chinese Journal in London.
Hyunsun Yoon is a Senior Lecturer in Strategic Communication at the Department of Media, Culture and Creative Industries at City, University of London. As a Senior Fellow of the Higher Education Academy (SFHEA), she has extensive experience in teaching media, advertising, and marketing communications.