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Social media marketing : theories & applications / Stephan Dahl.
Author
Dahl, Stephan
[Browse]
Format
Book
Language
English
Published/Created
Los Angeles SAGE, 2015.
Description
xi, 268 pages : illustrations ; 24 cm.
Details
Subject(s)
Internet marketing
[Browse]
Social media
[Browse]
Internet marketing
—
Social aspects
[Browse]
Notes
Formerly CIP.
Bibliographic references
Includes bibliographical references and index.
Contents
Machine generated contents note: pt. 1 UNDERSTANDING ACTORS IN SOCIAL MEDIA MARKETING
1.Consumer Tribes And Communities
Chapter Overview
Learning Outcomes
Towards Tribal Consumption
The 'Usefulness' of Social Media
Consumption in Context: From Exchange to Experience
ThinkBox: Symbolic Consumption
The Social Context: Subcultures and Tribes
The Emerging Importance of Subcultures
From Subcultures and Neo-tribes to the Tribal Mainstream
Tribes or Brand Communities
ThinkBox: Tribal Consumers
Tribal Consumers and Traditional Marketing Concepts
Summary
Research Directions
Research Highlight: Netnography
Case Study: The Locker Room
Further Reading
References
2.Users And Co-Creation Of Value
Control and Co-creation of Value
Control
Co-creation
Experience Economy
Co-creation Concept
Think Box: Service or Product?
Value
ThinkBox: Value
Creating Value --
Contents note continued: Consumer Roles
Commercial Co-creation
ThinkBox: Co-Creation
Anti-consumption
Critiques of Co-creation
ThinkBox: Criticisms
Co-creation and Traditional Marketing
Research Highlight: Value Co-creation in an Online Brand Community
Case Study: Volkswagen China
3.Brand And Anthropomorphic Marketing
Anthropomorphic Marketing
From Hard Sell to Brand Personality and Brand Relationships
Anthropomorphism in Marketing
Definition of Anthropomorphic Marketing
ThinkBox: Anthropomorphic Marketing
Persuasiveness of Anthropomorphic Marketing
Theoretical Explanations
ThinkBox: Peripheral vs. Central Processing
ThinkBox: Cultivation Theory
Anthropomorphism in Social Media
Criticism
Research Highlight: My Friend Bud
Case Study: 3's Dancing Pony
Further Reading --
Contents note continued: References
pt. 2 UNDERSTANDING PLATFORMS IN SOCIAL MEDIA MARKETING
4.Traditional Social Media Platforms
Traditional Social Media
Early 'Social Media': BBS, Usenet, Forums
The Creation of the 'Social Web' and Web 2.0
ThinkBox: Web 1.0 Thinking vs Web 2.0 Thinking
Theoretical Underpinnings
ThinkBox: Social Contagion
ThinkBox: Uses and Gratifications
Research Highlight: Facing Facebook: Impression Management Strategies in Company-Consumer Interactions
Case Study: Curators of Sweden
5.Gaming And Hybrid Platforms
Gaming and Hybrid Platforms
Early Video Games
From MUD to Second Life and Virtual Worlds
ThinkBox: Hyperreality and Virtual Worlds
In-game Advertising and Advergaming
ThinkBox: Advergames
Theoretical Models
ThinkBox: Social Cognitive Learning --
Contents note continued: ThinkBox: L4MP and Flow
Gamification
ThinkBox: Gamification
Research Highlight: Hyperreality
Case Study: Doritos' iD3 Brand-building Game
6.Mobile And Location-Based Platforms
Mobile and Location-based Platforms
ThinkBox: Mobile Social Media
The Development of the Mobile Phone
Mobile Computing
Smart Phones
Location-based and Other Enhanced Services
Theoretical Considerations
ThinkBox: Irritation vs. Usefulness
Research Highlight: Mobile Gamification
Case Study: American Express Sync
pt. 3 UNDERSTANDING CONTENT IN SOCIAL MEDIA MARKETING
7.Persuasiveness
Social Media Persuasiveness
Elaboration Likelihood Model
Heuristic-Systematic Model
Integrated Model of Persuasion --
Contents note continued: ThinkBox: ELM, HSM and the Integrated Model
Other Factors Influencing Persuasion
Persuasion Knowledge
Online Persuasion Theories
Functional Triad
7S
ThinkBox: Functional Triad and 7S
Positive Factors Influencing Persuasion
Credibility
Perceived Similarity
Parasocial Relationships
Research Highlight: Brand Image
Case Study: M&M's® Brand: Find Red Promotion
8.Engagement
Engagement
Definition of Engagement
ThinkBox: Defining Engagement
Attitude--Behaviour Gap
Timing of Social Media Engagement
ThinkBox: Timing of Engagement
Types of Engagement
Emotional Engagement
Behavioural Engagement
Engagement Outside the Brand Sphere
ThinkBox: Types of Engagement
Mere Virtual Presence
Negative Engagement and Culture Jamming
Reactance Theory
ThinkBox: Reactance
Summary --
Contents note continued: Research Directions
Research Highlight: Engagement
Case Study: World Humanitarian Day: I Was Here (2012)
9.Electronic Word Of Mouth (Ewom)
Word Of Mouth
Definition of WOM
Types of eWOM
Associated Terminology
ThinkBox: WOM, Viral and Buzz
Effectiveness of WOM
Two-Step Flow Theory
Social Network Theory
ThinkBox: Tie Strength
Tie Strength
Evaluation of Credibility of WOM Messages
Motivators of WOM and eWOM
ThinkBox: Motivators
Valence and Volume
Research Highlight: WOM and Loyalty
Case Study: Shout Out Louds: Blue Ice
pt. 4 UNDERSTANDING CONTEXT IN SOCIAL MEDIA MARKETING
10.Measurement, Metrics And Analytics
Measuring Social Media
ThinkBox: Measurement Basics
Stages of Social Media Measurement Planning --
Contents note continued: Frequently Used Measuring Tools
ThinkBox: Metrics
Comparison to Traditional Websites
Comparisons to Traditional Media
Media Usage: Public vs. Private
ThinkBox: Social Desirability Bias
Message content: Information vs. Linking Value
Research Highlight: Measurements
Case Study: Predicting the Elections: Singapore
11.Cross-Cultural Aspects And Implications
Cross-cultural Aspects of Social Media
Differences in SM Usage
ThinkBox: Social Media Usage
Cultural factors in Social Media Adoption
ThinkBox: Agentic vs. Communal Friendship
Reaction to Social Media
ThinkBox: Anchoring
Reflection of Cultural Values
ThinkBox: Cultural Differences
Research Highlight: Culture
Case Study: Amnesty International: Trial By Timeline
References --
Contents note continued: 12.Privacy, Ethical And Legal Issues
Privacy, Ethical and Legal Issues
Privacy
ThinkBox: Social Capital
Data Protection
Legal and Ethical
Legal Frameworks/Self-regulation
ThinkBox: Regulation
Ethical Frameworks
Children and Games
Alcohol Promotion
ThinkBox: Ethical vs. Legal
Research Highlight: Advergames
Case Study: Snickers #SponsoredTweets
13.Afterword: Where Next For Social Media Marketing?.
Show 186 more Contents items
Other format(s)
Also issued online.
ISBN
9781446280737 (hbk)
144628073X (hbk)
9781446280744 (pbk)
1446280748 (pbk)
OCLC
902814158
Other standard number
40024486868
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