Zizheng Yu, Hyunsun Yoon

Social Media Marketing

Digital Marketing in a Networked World. Sprache: Englisch.

kartoniert , 320 Seiten

ISBN 1398623148

EAN 9781398623149

Veröffentlicht 31. März 2026

Verlag/Hersteller Kogan Page

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Beschreibung

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.