Social media marketing: theories & applications
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne
SAGE
2018
|
| Ausgabe: | 2E |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 2E bedeutet "Second edition" Literaturangaben |
| Beschreibung: | xi, 277 Seiten Illustrationen, Diagramme |
| ISBN: | 9781473982338 9781473982345 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804178505297035264 |
|---|---|
| adam_text | Contents
List of Figures xii
List of Tables xiii
Key to Icons xiv
About the Author xv
INTRODUCTION 1
PART 1 UNDERSTANDING ACTORS IN SOCIAL MEDIA MARKETING 9
1 CONSUMER TRIBES AND COMMUNITIES 13
Chapter Overview 13
Learning Outcomes 14
Towards Tribal Consumption 14
The Usefulness of Social Media 14
Consumption in Context: From Exchange to Experience 15
ThinkBox: Symbolic Consumption 18
The Social Context: Subcultures and Tribes 18
The Emerging Importance of Subcultures 18
From Subcultures and Neo-tribes to the Tribal Mainstream 22
Tribes or Brand Communities 23
ThinkBox: Tribal Consumers 24
Tribal Consumers and Traditional Marketing Concepts 24
Summary 26
Research Directions 26
Research Highlight: Netnography 27
Case Study: Vancouver Opera 30
Further Reading 31
References 31
2 USERS AND CO-CREATION OF VALUE 34
Chapter Overview 34
Learning Outcomes 35
Control and Co-creation of Value 35
Control 35
Co-creation 36
Experience Economy 37
Co-creation Concept 38
VI
CONTENTS
ThinkBox: Service or Product? 39
Value 39
ThinkBox: Value 42
Creating Value 42
Consumer Roles 43
Commercial Co-creation 45
ThinkBox: Co-creation 46
Anti-consumption 4?
Critiques of Co-creation 49
ThinkBox: Criticisms 50
Co-creation and Traditional Marketing 50
Summary 50
Research Directions 50
Research Highlight: Value Co-creation in an Online Brand Community 51
Case Study: VisitBritain Great Names 52
Further Reading 53
References 53
3 BRAND AND ANTHROPOMORPHIC MARKETING 57
Chapter Overview 57
Learning Outcomes 58
Anthropomorphic Marketing 58
From Hard-Sell to Brand Personality and Brand Relationships 59
Anthropomorphism in Marketing 61
Definition of Anthropomorphic Marketing 64
ThinkBox: Anthropomorphic Marketing 65
Persuasiveness of Anthropomorphic Marketing 66
Theoretical Explanations 67
ThinkBox: Peripheral vs. Central Processing 69
ThinkBox: Cultivation Theory 70
Anthropomorphism in Social Media 71
Criticism 71
Summary 71
Research Directions 72
Research Highlight: My Friend Bud 72
Case Study: Charmin 73
Further Reading 74
References 74
PART 2 UNDERSTANDING PLATFORMS IN SOCIAL
MEDIA MARKETING 79
4 TRADITIONAL SOCIAL MEDIA PLATFORMS 81
Chapter Overview 81
Learning Outcomes 82
CONTENTS
vii
Traditional Social Media 82
Early ‘Social Media’: BBS, Usenet, Forums 82
The Creation of the ‘Social Web’ and Web 2.0 85
ThinkBox: Web 1.0 Thinking vs. Web 2.0 Thinking 88
Theoretical Underpinnings 88
ThinkBox: Social Contagion 92
ThinkBox: Uses and Gratifications 93
Summary 95
Research Directions 95
Research Highlight: Facing Facebook: Impression Management
Strategies in Company-Consumer Interactions 96
Case Study: Welcome Back Maggi! 97
Further Reading 98
References 98
5 GAMING AND HYBRID PLATFORMS 101
Chapter Overview 101
Learning Outcomes 102
Gaming and Hybrid Platforms 102
Early Video Games 102
From MUD to Second Life and Virtual Worlds 103
ThinkBox: Hyperreality and Virtual Worlds 106
In-game Advertising and Advergaming 106
ThinkBox: Advergames 107
Theoretical Models 108
ThinkBox: Social Cognitive Learning 109
ThinkBox: L4MP and Flow 110
Gamification 111
ThinkBox: Gamification 112
Summary 112
Research Directions 112
Research Highlight: Hyperreality 113
Case Study: McDonald’s Monopoly 115
Further Reading 115
References 116
6 MOBILE AND LOCATION-BASED PLATFORMS 119
Chapter Overview 119
Learning Outcomes 120
Mobile and Location-based Platforms 120
ThinkBox: Mobile Social Media 121
The Development of the Mobile Phone 122
Mobile Computing 123
Smart Phones 124
v,
S.
Sft VN
CONTENTS
viii
Location-based and Other Enhanced Services 126
Theoretical Considerations 129
ThinkBox; Irritation vs. Usefulness 131
Summary 131
Research Directions 132
Research Highlight: Mobile Gamification 132
Case Study: Absolut Unique Access 133
Further Reading 134
References 134
PART 3 UNDERSTANDING CONTENT IN SOCIAL MEDIA
MARKETING 137
7 PERSUASIVENESS 139
Chapter Overview 139
Learning Outcomes 140
Social Media Persuasiveness 140
Elaboration Likelihood Model 140
Heuristic-Systematic Model 141
Integrated Model of Persuasion 142
ThinkBox: ELM, HSM and the Integrated Model 143
Other Factors Influencing Persuasion 143
Persuasion Knowledge 143
Online Persuasion Theories 147
ThinkBox: Functional Triad and 7S 151
Positive Factors Influencing Persuasion 151
Credibility 151
Perceived Similarity 153
Parasocial Relationships 153
Summary 154
Research Directions 154
Research Highlight: Brand Image 155
Case Study: eBags 155
Further Reading 156
References 156
8 ENGAGEMENT 160
Chapter Overview 160
Learning Outcomes l6l
Engagement l6l
Definition of Engagement 162
ThinkBox: Defining Engagement 163
Attitude-Behaviour Gap 163
Timing of Social Media Engagement 165
ThinkBox: Timing of Engagement 166
CONTENTS
IX
Types of Engagement 167
Emotional Engagement 167
Behavioural Engagement 168
Engagement Outside the Brand Sphere 169
ThinkBox: Types of Engagement 170
Mere Virtual Presence 170
Negative Engagement and Culture Jamming 171
Reactance Theory 172
ThinkBox: Reactance 172
Summary 172
Research Directions 173
Research Highlight: Engagement 173
Case Study: Grannies on Facebook 174
Further Reading 175
References 176
9 ELECTRONIC WORD OF MOUTH (eWOM) 178
Chapter Overview 178
Learning Outcomes 179
Word of Mouth 179
Definition of WOM 179
Types of eWOM 180
Associated Terminology 181
ThinkBox: WOM, Viral and Buzz 183
Effectiveness of WOM 183
Two-step Flow Theory 184
Social Network Theory 184
ThinkBox: Tie Strength 185
Tie Strength 185
Evaluation of Credibility of WOM Messages 186
Motivators of WOM and eWOM 187
ThinkBox: Motivators 190
Valence and Volume 190
Summary 191
Research Directions 192
Research Highlight: WOM and Loyalty 192
Case Study: #KnowYourLemons 193
Further Reading 194
References 194
PART 4 UNDERSTANDING CONTEXT IN SOCIAL MEDIA MARKETING 199
10 MEASUREMENT, METRICS AND ANALYTICS 201
Chapter Overview 201
Learning Outcomes 202
X
CONTENTS
Measuring Social Media 202
ThinkBox: Measurement Basics 204
Stages of Social Media Measurement Planning 204
Frequently Used Measuring Tools 204
ThinkBox: Metrics 206
Comparison to Traditional Websites 206
Comparisons to Traditional Media 207
Media Usage: Public vs. Private 208
ThinkBox: Social Desirability Bias 210
Message Content: Information vs. Linking Value 210
Summary 211
Research Directions 211
Research Highlight: Measurements 212
Case Study: Google ‘The Voice Taiwan 213
Further Reading 214
References 214
11 CROSS-CULTURAL ASPECTS AND IMPLICATIONS 217
Chapter Overview 217
Learning Outcomes 218
Cross-cultural Aspects of Social Media 218
Differences in SM Usage 220
ThinkBox: Social Media Usage 221
Cultural Factors in Social Media Adoption 221
ThinkBox: Agentic vs. Communal Friendship 224
Reaction to Social Media 224
ThinkBox: Anchoring 225
Reflection of Cultural Values 225
ThinkBox: Cultural Differences 228
Summary 228
Research Directions 228
Research Highlight: Culture 229
Case Study: Life of Farah 230
Further Reading 230
References 231
12 PRIVACY, ETHICAL AND LEGAL ISSUES 234
Chapter Overview 234
Learning Outcomes 235
Privacy, Ethical and Legal Issues 235
Privacy 235
ThinkBox: Social Capital 237
Data Protection 238
Legal and Ethical 239
Legal Frameworks/Self-regulation 239
CONTENTS
xi
ThinkBox: Regulation 242
Ethical Frameworks 242
Children and Games 243
Alcohol Promotion 244
ThinkBox: Ethical vs. Legal 246
Summary 246
Research Directions 246
Research Highlight: Advergames 247
Case Study: Who is Louise Delage? 247
Further Reading 248
References 249
13 AFTERWORD: WHERE NEXT FOR SOCIAL MEDIA MARKETING? 252
Appendix: Example of a Social Media Marketing Plan 254
Glossary 258
Index 267
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