The SAGE Handbook of Social Media Marketing

by Annmarie Hanlon (Editor), Tracy L. Tuten (Editor)

Overview

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.

Part 1: Foundations of Social Media Marketing

Part 2: Methodologies and Theories in Social Media

Part 3: Channels and Platforms in Social Media

Part 4: Tools, Tactics, and Techniques in Social Media Marketing

Part 5: Management and Metrics in Social Media

Part 6: Ethical Issues in Social Media

Product Details

ISBN-13:	9781529743784
Publisher:	SAGE Publications
Publication date:	09/01/2022
Pages:	552
Product dimensions:	7.24(w) x 9.68(h) x (d)

About the Author

Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL in the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. She has proficiency in shaping the curriculum, from module specification to programme validation.

Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. She is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the application of health services, systems and apps that are related to digital marketing, AI marketing and technology.

Annmarie's Sage textbooks include Digital Marketing: Strategy, Planning & Disruption, Digital Business: Strategy, Management & Transformation and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing.

Dr. Tracy L. Tuten is a Vice President of Research at Illuminas, where she consults with the world’s leading technology brands. A globally recognized authority in marketing strategy and market research, Dr. Tuten brings decades of experience as an educator, researcher, and consultant to her work. Her academic background includes a Ph.D. in Marketing, and she has served as a two-time Fulbright Scholar, sharing her expertise at universities in Korea and Argentina.

Dr. Tuten’s research has been published in leading journals, including Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management. She is the author of several acclaimed books, including the award-winning textbook Social Media Marketing (now in its 5th edition), recognized with the Textbook Excellence Award by the Textbook & Academic Authors Association. Her portfolio also includes Advertisers at Work, a collection of interviews with luminaries in the advertising industry, and pioneering texts on digital advertising and e-commerce. As a consultant, Dr. Tuten has advised leading global brands such as Samsung, Adobe, Dell Technologies, and the New York Times, offering expertise in areas such as branding, consumer behavior, and digital marketing strategy.

She remains active in the academic community by teaching at Champlain College, where she continues to share her knowledge and inspire future marketing professionals. Her numerous accolades include the O’Hare Leadership Award in Direct and Interactive Marketing Education, as well as recognition as a Social Media Master by Ad:Tech. Dr. Tuten’s unique blend of academic rigor and practical expertise ensures her contributions remain invaluable in shaping the next generation of marketers.

Follow her updates on X: @brandacity

Table of Contents

Part 1: Foundations of Social Media
Chapter 1: Introduction to Social Media Marketing - Tracy L. Tuten & Annmarie Hanlon
Chapter 2: Strategic Directions in B2C Social Media Marketing - Karen E. Mishra & Brian J. Baldus
Chapter 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, & James J. Kellaris
Chapter 4: Consumer Ties and Social Media Consumer Culture in Social Media Networks - Duygu Akdevelioglu & Alladi Venkatesh
Chapter 5: From Global Action to Knowledge-sharing with your Colleagues: A Typology of Online Communities - Stephan Dahl & Ana Margarida Barreto
Part 2: Methodologies and Theories in Social Media
Chapter 6: Social Media Research Using Big Data - Types, Techniques, and Technologies - Theo Lynn & Pierangelo Rosati
Chapter 7: Analysing Digital Dialogue: Implications for Research and Practice - Sarah Glozer
Chapter 8: Approaches to Emotion and Sentiment Analysis - Ana Isabel Canhoto
Chapter 9: Social Contagion in Online Networks and Virality - Franco Curmi
Chapter 10: Eye Tracking Research Methodology for Social Media - Ellen Roemer
Part 3: Channels and Platforms in Social Media
Chapter 11: Geopolitical Overview of Social Media Platforms - From Beijing to Berlin - Sabine Baumann
Chapter 12: The Social Shopping Movement in China from Tao Bao to We Chat - Wenkai Zhou
Chapter 13: Social Media Data in Placemaking - Brendan James Keegan & Rossano Schifanella
Chapter 14: How Influencers Influence: Conceptualizing the Influencer Map for Marketing - Karen Freberg, Brian G. Smith, & Lauren Silva
Part 4: Tools, Tactics and Techniques in Social Media
Chapter 15: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media - Valeria Penttinen & Robert Ciuchita
Chapter 16: A Typology of Brand-Related Content on Social Media - Jana Gross
Chapter 17: Virtual Influencers: Antecedents and Typologizing - Jon Engström
Chapter 18: Visual Communication in Social Media Marketing - Natalia Maehle, Caterina Presi, & Ingeborg A. Kleppe
Chapter 19: Memes: Interactive Creative Intertextuality on Social Media - Alexander Laskin & Yasha A. Laskin
Chapter 20: Do You Speak Emoji? The Language of Emojis - Ivana Ebel & Joatan Preis Dutra
Part 5: Management and Metrics in Social Media
Chapter 21: Firm Strategies for One-on-One Exchanges with Customers in Social Media - Kelly Hewett, Steven Hoornaert, & Matthijs Meire
Chapter 22: Positive Messaging and Employee Brand Advocacy - Ann M. Torres & Aisling Keenan Gaylard
Chapter 23: Understanding Complaining, Service Failure Identification and Service Recovery via Social Media - Karen Jones
Chapter 24: Organizational Exit Strategies on Social Media Platforms - Carsten Dirk Schultz & Björn Kruse
Chapter 25: Social Media Metrics from Vanity to Sanity - Karen Sutherland
Part 6: Ethical Issues in Social Media
Chapter 26: A/B Testing in Social Media - Carolyn Popp Garrity
Chapter 27: The Reputation Economy: A Tale as Old as Time or a New Paradigm? - Laura S. Rifkin, Canan Corus, & Colleen P. Kirk
Chapter 28: Unethical Behaviour of Social Media Influencers: History, Practice and Future Research - Marina Leban
Chapter 29: The Ethics of Using Social Media Influencers for Marketing Purposes - Irina Gorea & Jenna Jacobson
Chapter 30: Managing Uncivil Interactions in Online Brand Communities - Denitsa Dineva