The SAGE Handbook of Social Media Marketing

Abstract

"Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area."--Publisher website. PART I Foundations of Social Media Marketing 1. Introduction to Social Media Marketing / Tracy L. Tuten and Annmarie Hanlon -- 2. Strategic Directions in B2C Social Media Marketing / Karen E. Mishra and Brian J. Baldus -- 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. Consumer Ties and Social Media Consumer Culture in Social Media Networks / Duygu Akdevelioglu and Alladi Venkatesh -- 5. From Global Activism to Knowledge-Sharing with Colleagues: A Typology of Online Communities / Stephan Dahl and Ana Margarida Barreto -- PART II Methodologies and Theories in Social Media Marketing. 6. Social Media Research Using Big Data -- Types, Techniques, and Technologies / Theo Lynn and Pierandelo Rosati -- 7. Analysing Digital Dialogue: Implications for Research and Practice / Sarah Glozer -- 8. Approaches to Emotion and Sentiment Analysis / Ana Isabel Canhoto -- 9. Social Cognition and Virality in Online Networks / Franco Curmi -- 10. Eye Tracking as a Research Method for Social Media / Ellen Roemer, Julia Thalmann, Ulya Faupel and Maike Hubner -- PART III Channels and Platforms in Social Media Marketing. 11. Geopolitical Overview of Social Media Platforms: From Beijing to Berlin / Sabine Baumann -- 12. The Social Shopping Movement in China: From TaoBao to WeChat / Wenkai Zhou -- 13. Social Media Data in Digital Placemaking / Brendan James Keegan and Rossano Schifanella -- 14. How Influencers Influence: Conceptualizing the Influencer Map for Marketing / Karen Freberg, Brian G. Smith, and Lauren Silva -- PART IV Tools, Tactics and Techniques in Social Media Marketing. 15. Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media / Valeria Penttinen and Robert Ciuchita -- 16. A Typology of Brand-Related Content on Social Media / Jana Gross -- 17. Virtual Influencers: Antecedents and Typologizing / Jon Engstrom -- 18. Visual Communication in Social Media Marketing / Natalia Maehle, Caterina Presi, and Ingeborg A. Kleppe -- 19. Memes: Interactive Creative Intertextuality on Social Media / Alexander V. Laskin and Yasha A. Laskin -- 20. Do You Speak Emoji? The Language of Emojis / Ivana Ebel and Joatan Preis Dutra -- PART V Management and Metrics in Social Media. 21. Positive Messaging and Employee Brand Advocacy / Ann M. Torres and Aisling Keenan Gaylord -- 22. Firm Strategies for One-on-One Exchanges with Customers in Social Media / Kelly Hewett, Steven Hoornaert, and Matthijs Meire -- 23. Understanding Complaining, Service Failure Identification and Service Recovery via Social Media / Karen Jones -- 24. Organizational Exit Strategies on Social Meida Platforms / Bjorn Kruse and Carsten D. Schultz -- 25. Social Meida Metrics: From Vanity to Sanity / Karen E. Sutherland -- 26. A/B Testing in Social Media / Carolyn Popp Garrity -- 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 -- 29. The Ethics of Using Social Media Influencers for Marketing Purposes / Irina Gorea and Jenna Jacobson -- 30. Managing Incivility in Online Brand Communities / Denitsa Dineva and Jan Breitsohl.