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.

Availability

Copies in the Library

Location Call Number Status Location Service Notes
ReCAP - Remote StorageHF5415.1265 .D34 2015 Browse related items Request

    Details

    Subject(s)
    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?.
    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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