Social media marketing / Tracy Tuten.

By: Tuten, Tracy [author.]
Language: English Publisher: Thousand Oaks : Sage Publications, [2024]Copyright date: ©2024Edition: 5th editionDescription: xii, 447 pages : color illustrations ; 25 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9781529623826; 9781529623819Subject(s): Internet advertising | Internet marketing | Social media -- Economic aspectsDDC classification: 658.872
Contents:
PART I: Foundations of Social Media Marketing Chapter 1 The Social Media Environment Chapter 2 Social Consumers Chapter 3 Network Structure and Group Influences in Social Media PART II: Social Media Marketing Strategy and Planning Chapter 4 Social Media Marketing Strategy Chapter 5 Tactical Planning and Execution PART III: The Four Zones of Social Media Chapter 6 Social Community Chapter 7 Social Publishing Chapter 8 Social Entertainment Chapter 9 Social Commerce PART IV: Social Media Data Management and Measurement Chapter 10 Social Media Analytics Chapter 11 Social Media Metrics PART V: Social Media Marketing in Practice Chapter 12 The Case Zone
Summary: "The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success. Now thoroughly updated in this fifth edition to reflect the latest developments in social media marketing research and practice, and with new case studies and examples, including brands such as Apple, Cadbury, Lush Cosmetics and Zoom. A must-read for all students and practitioners of social media marketing. Tracy L. Tuten is a professor of marketing at Sofia University, USA"-- Provided by publisher.
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SUBJECT REFERENCE 		658.872 T88 2024 (Browse shelf) Available CITU-CL-54033
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Includes bibliogrphical references and index.

PART I: Foundations of Social Media Marketing
Chapter 1 The Social Media Environment Chapter 2 Social Consumers Chapter 3 Network Structure and Group Influences in Social Media
PART II: Social Media Marketing Strategy and Planning
Chapter 4 Social Media Marketing Strategy Chapter 5 Tactical Planning and Execution
PART III: The Four Zones of Social Media
Chapter 6 Social Community Chapter 7 Social Publishing Chapter 8 Social Entertainment Chapter 9 Social Commerce
PART IV: Social Media Data Management and Measurement
Chapter 10 Social Media Analytics Chapter 11 Social Media Metrics
PART V: Social Media Marketing in Practice
Chapter 12 The Case Zone

"The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success. Now thoroughly updated in this fifth edition to reflect the latest developments in social media marketing research and practice, and with new case studies and examples, including brands such as Apple, Cadbury, Lush Cosmetics and Zoom. A must-read for all students and practitioners of social media marketing. Tracy L. Tuten is a professor of marketing at Sofia University, USA"-- Provided by publisher.

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