Social Media Marketing

How does social media influence consumer behaviour and market dynamics? This textbook provides students with the theory and practice of social media marketing and management activities to succeed in their course.
Social Media Marketing offers a critical and in-depth understanding of key aspects of social media marketing that balances the key theories with real-world industry practice. It covers cutting-edge material on promotional culture and consumer activism to broaden students' understanding in this field. Supported by international real-world examples throughout, the textbook examines the use of various platforms in different contexts, how to manage social media crises and themes of consumer resistance and anti-branding.
Social Media Marketing includes in-text learning features such as learning outcomes, 'tips from social media managers' boxes and exercise questions. It is supported by online resources of PowerPoint slides and further student exercises.
This textbook is ideal for undergraduate students taking modules on Social Media Marketing as part of their degrees.