Social media marketing : theories & applications

SOCIAL MEDIA MARKETING- FRONT COVER
SOCIAL MEDIA MARKETING
COPYRIGHT
CONTENTS
LIST OF FIGURES
LIST OF TABLES
KEY TO ICONS
ABOUT THE AUTHOR
INTRODUCTION
PART 1- UNDERSTANDING ACTORS IN SOCIAL MEDIA MARKETING
CHAPTER 1- CONSUMER TRIBES AND COMMUNITIES
CHAPTER 2- USERS AND CO-CREATION OF VALUE
CHAPTER 3- BRAND AND ANTHROPOMORPHIC MARKETING
PART 2- UNDERSTANDING PLATFORMS IN SOCIAL MEDIA MARKETING
CHAPTER 4- TRADITIONAL SOCIAL MEDIA PLATFORMS
CHAPTER 5- GAMING AND HYBRID PLATFORMS
CHAPTER 6- MOBILE AND LOCATION-BASED PLATFORMS
PART 3- UNDERSTANDING CONTENT IN SOCIAL MEDIA MARKETING
CHAPTER 7- PERSUASIVENESS
CHAPTER 8- ENGAGEMENT
CHAPTER 9- ELECTRONIC WORD OF MOUTH (EWOM)
PART 4- UNDERSTANDING CONTEXT IN SOCIAL MEDIA MARKETING
CHAPTER 10- MEASUREMENT, METRICS AND ANALYTICS
CHAPTER 11- CROSS-CULTURAL ASPECTS AND IMPLICATIONS
CHAPTER 12- PRIVACY, ETHICAL AND LEGAL ISSUES
CHAPTER 13- AFTERWORD: WHERE NEXT FOR SOCIAL MEDIA MARKETING?
APPENDIX: EXAMPLE OF A SOCIAL MEDIA MARKETING PLAN
GLOSSARY
INDEX