Social Media Marketing Theories and Applications 2e Stephan Dahl

The Second Edition of this text maintains a scholarly approach, providing students with an up-to-date understanding of both the theory and practice of social media marketing, whilst taking a thorough refreshment of the cases, examples and the literature.


It offers a critical evaluation of the theoretical frameworks that can be used to explain and utilise social media, providing discussion questions and further reading throughout. Readers are invited to think about the different types of social media users and explore topics such as brand loyalty, co-creation, marketing strategy, measurement, mobile platforms, privacy and ethics. As well as tracing the emergence and trends of Web 2.0 and what they mean for marketing, the author also considers the future for social media marketing.


The book is supported by real-life examples and case studies from a range of industries, companies and countries such as China, Canada, Sweden and Singapore. They include DHL (Germany), Dubai Foundation for Women and Children, Google (Taiwan), Addict Aide (France) Canada (opera Vancouver), Britain (British Tourism), Procter & Gamble (Global), Maggi (India), McDonalds (Global), eBags (US/Global), Vodafone (Romania).


Chapter 1: Consumer Tribes and Communities Chapter 2: Users and Co-creation of Value Chapter 3: Brand and Anthropomorphic Marketing Chapter 4: Traditional Social Media Platforms Chapter 5: Gaming and Hybrid Platforms Chapter 6: Mobile and Location-Based Platforms Chapter 7: Persuasiveness Chapter 8: Engagement Chapter 9: Electronic Word of Mouth (eWOM) Chapter 10: Measurement, Metrics and Analytics Chapter 11: Cross-Cultural Aspects and Implications Chapter 12: Privacy, Ethical and Legal Issues