Social media marketing /
Tuten, Tracy L., 1967-
Social media marketing / Tracy L. Tuten. - Fouth edition. - London SAGE Publications 2021 - xiii, 466 pages : color illustrations ; 26 cm
Includes bibliographical references and index.
The social media environment -- Social consumers -- Network structure and group influences in social media -- Social media marketing strategy -- Tactical planning and execution -- Social community -- Social publishing -- Social entertainment -- Social commerce -- Social media analytics -- Social media metrics -- The case zone.
"Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users. The market leading and award winning text on social media marketing has been fully updated for this fourth edition. With a balance of essential theory and practical application, the text has been been thoroughly revised to reflect the latest developments in social media marketing research and practice. 11 new case studies have been added to the 'Case Zone', including TikTok, LEGO, Nespresso and Puma. A student-engaging case study now runs throughout the entire textbook looking at the US based company Kombucha 221 BC to help develop understanding of each chapter." -- provided by publisher.
9781529731989 $61.00 9781529731989 9781529731989 1529731984
Internet advertising.
Social media--Economic aspects.
Online social networks--Economic aspects.
Internet marketing.
HF6146.I58 / T883 2021x
Social media marketing / Tracy L. Tuten. - Fouth edition. - London SAGE Publications 2021 - xiii, 466 pages : color illustrations ; 26 cm
Includes bibliographical references and index.
The social media environment -- Social consumers -- Network structure and group influences in social media -- Social media marketing strategy -- Tactical planning and execution -- Social community -- Social publishing -- Social entertainment -- Social commerce -- Social media analytics -- Social media metrics -- The case zone.
"Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users. The market leading and award winning text on social media marketing has been fully updated for this fourth edition. With a balance of essential theory and practical application, the text has been been thoroughly revised to reflect the latest developments in social media marketing research and practice. 11 new case studies have been added to the 'Case Zone', including TikTok, LEGO, Nespresso and Puma. A student-engaging case study now runs throughout the entire textbook looking at the US based company Kombucha 221 BC to help develop understanding of each chapter." -- provided by publisher.
9781529731989 $61.00 9781529731989 9781529731989 1529731984
Internet advertising.
Social media--Economic aspects.
Online social networks--Economic aspects.
Internet marketing.
HF6146.I58 / T883 2021x