The SAGE handbook of social media marketing:
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne
Sage
[2022]
|
| Schriftenreihe: | Sage reference
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | wird zusammen mit SAGE handbook of digital marketing auch als Paket unter der ISBN 9781529752168 angeboten, UB ER-N 09.08.2022 |
| Beschreibung: | xxvii, 513 Seiten Illustrationen, Diagramme |
| ISBN: | 9781529743784 |
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Datensatz im Suchindex
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| adam_text | Contents viii x xii List of Figures List of Tables Notes on the Editors and Contributors PART I FOUNDATIONS OF SOCIAL MEDIA MARKETING 1 1. Introduction to Social Media Marketing Tracy L. Tuten and Annmarie Hanlon 3 2. Strategic Directions in B2C Social Media Marketing Karen E. Mishra and Brian J. Baldus 14 3. Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy Jae Min Jung, Kyeong Sam Min, Kristen R. Schiele, Anthony Kim, Jing Hu, Xin Liu, Curtis P. Haugtvedt and James J. Kellaris 4. 5. Consumer Ties and Social Media Consumer Culture in Social Media Networks Duygu Akdevelioglu and Alladi Venkatesh 58 From Global Activism to Knowledge-Sharing with Colleagues: A Typology of Online Communities Stephan Dahl and Ana Margarida Barreto PART II 6. 30 72 METHODOLOGIES AND THEORIES IN SOCIAL MEDIA MARKETING Social Media Research Using Big Data - Types, Techniques, and Technologies Theo Lynn and Pierangelo Rosati 89 91 7. Analysing Digital Dialogue: Implications for Research and Practice Sarah Glozer 110 8. Approaches to Emotion and Sentiment Analysis Ana Isabel Canhoto 127 9. Social Contagion and Virality in Online Networks Franco Curmi 146 10. Eye Tracking as a Research Method for Social Media Ellen Roemer, Julia Thalmann, Ulya Faupel and Maike Hubner 161
vi THE SAGE HANDBOOK OF SOCIAL MEDIA MARKETING PART Ш CHANNELS AND PLATFORMS IN SOCIAL MEDIA MARKETING 181 11. Geopolitical Overview of Social Media Platforms: From Beijing to Berlin Sabine Baumann 183 12. The Social Shopping Movement in China: From TaoBao to WeChat Wenkai Zhou 205 13. Social Media Data in Digital Placemaking Brendan James Keegan and Rossano Schifanella 221 14. How Influencers Influence: Conceptualizing the Influencer Map for Marketing Karen Freberg, Brian G. Smith, and Lauren Silva PART IV 15. 233 TOOLS, TACTICS ÁND TECHNIQUES IN SOCIAL MEDIA MARKETING 245 Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media Valeria Penttinen and Robert Ciuchita 247 16. A Typology of Brand-Related Content on Social Media Jana Gross 263 17. Virtual Influencers: Antecedents and Typologizing Jon Engström 276 18. Visual Communication in Social Media Marketing Natalia Maehle, Caterina Presi, and Ingeborg A. Kleppe 291 19. Memes: Interactive Creative Intertextuality on Social Media Alexander V. Laskin and Yasha A. Laskin 307 20. Do You Speak Emoji? The Language of Emojis Ivana Ebel and Joatan Preis Dutra 320 PARTV MANAGEMENT AND METRICS IN SOCIAL MEDIA 337 21. Positive Messaging and Employee Brand Advocacy Ann Μ. Torres and Aisling Keenan Gaylard 339 22. Firm Strategies for One-on-One Exchanges with Customers in Social Media Kelly Hewett, Steven Hoornaert, and Matthijs Meire 358 23. Understanding Complaining, Service Failure Identification and Service Recovery via Social Media Karen Jones 373
CONTENTS 24. vii 388 Organizational Exit Strategies on Social Media Platforms Björn Kruse and Carsten D. Schultz 25. Social Media Metrics: From Vanity to Sanity Karen E. Sutherland 403 26. A/В Testing in Social Media Carolyn Popp Garrity 422 PART VI ETHICAL ISSUES IN SOCIAL MEDIA 27. The Reputation Economy: A Tale as Old as Time or a New Paradigm? Laura Schrier Rifkin, Canan Corus and Colleen P. Kirk 28. Unethical Behaviour of Social Media Influencers: History, Practice and Future Research Marina Leban 435 437 456 29. The Ethics of Using Social Media Influencers for Marketing Purposes Irina Gorea and Jenna Jacobson 470 30. Managing Incivility in Online Brand Communities Denitsa Dineva and Jan Breitsohl 485 Index 504
|
| adam_txt |
Contents viii x xii List of Figures List of Tables Notes on the Editors and Contributors PART I FOUNDATIONS OF SOCIAL MEDIA MARKETING 1 1. Introduction to Social Media Marketing Tracy L. Tuten and Annmarie Hanlon 3 2. Strategic Directions in B2C Social Media Marketing Karen E. Mishra and Brian J. Baldus 14 3. Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy Jae Min Jung, Kyeong Sam Min, Kristen R. Schiele, Anthony Kim, Jing Hu, Xin Liu, Curtis P. Haugtvedt and James J. Kellaris 4. 5. Consumer Ties and Social Media Consumer Culture in Social Media Networks Duygu Akdevelioglu and Alladi Venkatesh 58 From Global Activism to Knowledge-Sharing with Colleagues: A Typology of Online Communities Stephan Dahl and Ana Margarida Barreto PART II 6. 30 72 METHODOLOGIES AND THEORIES IN SOCIAL MEDIA MARKETING Social Media Research Using Big Data - Types, Techniques, and Technologies Theo Lynn and Pierangelo Rosati 89 91 7. Analysing Digital Dialogue: Implications for Research and Practice Sarah Glozer 110 8. Approaches to Emotion and Sentiment Analysis Ana Isabel Canhoto 127 9. Social Contagion and Virality in Online Networks Franco Curmi 146 10. Eye Tracking as a Research Method for Social Media Ellen Roemer, Julia Thalmann, Ulya Faupel and Maike Hubner 161
vi THE SAGE HANDBOOK OF SOCIAL MEDIA MARKETING PART Ш CHANNELS AND PLATFORMS IN SOCIAL MEDIA MARKETING 181 11. Geopolitical Overview of Social Media Platforms: From Beijing to Berlin Sabine Baumann 183 12. The Social Shopping Movement in China: From TaoBao to WeChat Wenkai Zhou 205 13. Social Media Data in Digital Placemaking Brendan James Keegan and Rossano Schifanella 221 14. How Influencers Influence: Conceptualizing the Influencer Map for Marketing Karen Freberg, Brian G. Smith, and Lauren Silva PART IV 15. 233 TOOLS, TACTICS ÁND TECHNIQUES IN SOCIAL MEDIA MARKETING 245 Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media Valeria Penttinen and Robert Ciuchita 247 16. A Typology of Brand-Related Content on Social Media Jana Gross 263 17. Virtual Influencers: Antecedents and Typologizing Jon Engström 276 18. Visual Communication in Social Media Marketing Natalia Maehle, Caterina Presi, and Ingeborg A. Kleppe 291 19. Memes: Interactive Creative Intertextuality on Social Media Alexander V. Laskin and Yasha A. Laskin 307 20. Do You Speak Emoji? The Language of Emojis Ivana Ebel and Joatan Preis Dutra 320 PARTV MANAGEMENT AND METRICS IN SOCIAL MEDIA 337 21. Positive Messaging and Employee Brand Advocacy Ann Μ. Torres and Aisling Keenan Gaylard 339 22. Firm Strategies for One-on-One Exchanges with Customers in Social Media Kelly Hewett, Steven Hoornaert, and Matthijs Meire 358 23. Understanding Complaining, Service Failure Identification and Service Recovery via Social Media Karen Jones 373
CONTENTS 24. vii 388 Organizational Exit Strategies on Social Media Platforms Björn Kruse and Carsten D. Schultz 25. Social Media Metrics: From Vanity to Sanity Karen E. Sutherland 403 26. A/В Testing in Social Media Carolyn Popp Garrity 422 PART VI ETHICAL ISSUES IN SOCIAL MEDIA 27. The Reputation Economy: A Tale as Old as Time or a New Paradigm? Laura Schrier Rifkin, Canan Corus and Colleen P. Kirk 28. Unethical Behaviour of Social Media Influencers: History, Practice and Future Research Marina Leban 435 437 456 29. The Ethics of Using Social Media Influencers for Marketing Purposes Irina Gorea and Jenna Jacobson 470 30. Managing Incivility in Online Brand Communities Denitsa Dineva and Jan Breitsohl 485 Index 504 |
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| spelling | The SAGE handbook of social media marketing edited by Annmarie Hanlon and Tracy L. Tuten Social media marketing Los Angeles ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne Sage [2022] © 2022 xxvii, 513 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Sage reference wird zusammen mit SAGE handbook of digital marketing auch als Paket unter der ISBN 9781529752168 angeboten, UB ER-N 09.08.2022 Marketing (DE-588)4037589-4 gnd rswk-swf Social Media (DE-588)4639271-3 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s Social Media (DE-588)4639271-3 s DE-604 Hanlon, Annmarie (DE-588)1179195892 edt Tuten, Tracy L. 1967- (DE-588)1033004073 edt Erscheint auch als Online-Ausgabe 978-1-5297-8249-3 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033756029&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | The SAGE handbook of social media marketing |
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| title_full_unstemmed | The SAGE handbook of social media marketing edited by Annmarie Hanlon and Tracy L. Tuten |
| title_short | The SAGE handbook of social media marketing |
| title_sort | the sage handbook of social media marketing |
| topic | Marketing (DE-588)4037589-4 gnd Social Media (DE-588)4639271-3 gnd |
| topic_facet | Marketing Social Media Aufsatzsammlung |
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