Tuten, Tracy L. 1967- creator author. Tracy L. Tuten text bibliography enk London SAGE Publications 2021 Fouth edition. monographic eng

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xiii, 466 pages : color illustrations ; 26 cm "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. 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. Tracy L. Tuten. Includes bibliographical references and index. Internet advertising Social media Economic aspects Online social networks Economic aspects Internet marketing HF6146.I58 T883 2021x 9781529731989 9781529731989 9781529731989 1529731984 UKMGB 201001 20240425135150.0 1202976040 eng