Social Media Marketing

Digital Marketing in a Networked World
1. Auflage 2026
ISBN: 978-1-3986-2316-3
Verlag: Kogan Page Ltd

Buch, Englisch, 320 Seiten, Format (B × H): 156 mm x 234 mm

How does social media affect consumer behaviour and influence market dynamics? This textbook provides students with the theory and practice of social media marketing and social media management to succeed in their course.

Social Media Marketing is ideal for undergraduate students taking modules on Social Media Marketing as part of their degrees. It offers a critical and in-depth understanding of key aspects of social media marketing that balances the key theories with real-world industry practice.

Features include:

- Cutting-edge material on promotional culture and consumer activism to broaden students' understanding
- International real-world examples throughout, showing how to use various platforms in different contexts
- Material on how to manage social media crises and themes of consumer resistance and anti-branding

This textbook is supported by pedagogical features such as learning outcomes, 'tips from social media managers' boxes, exercise questions and online resources of lecture PowerPoint slides, providing the essential, practical skills for social media marketing success.

Autoren/Hrsg.

Yoon, Hyunsun

Yu, Zizheng

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Management Internationales Management
• Mathematik | Informatik EDV | Informatik Digital Lifestyle Internet, E-Mail, Social Media
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Volkswirtschaftslehre Volkswirtschaftslehre Allgemein Verhaltensökonomik

Inhaltsverzeichnis

Chapter - 00: Introduction; Chapter - 01: Understanding social media: why and how to study it?; Chapter - 02: Social media platforms and users; Chapter - 03: Social media marketing and promotional culture; Chapter - 04: The game of attention grabbing; Chapter - 05: Social Media contexts; Chapter - 06: Social Media Crises; Chapter - 07: Social media and consumer resistance; Chapter - 08: Challenges and reflections: what should we do as social media users and managers?; Chapter - 09: Conclusion

Über Autor(innen)

Yoon, Hyunsun
Dr Hyunsun Yoon is a Senior Lecturer in Strategic Communication at the Department of Media, Culture and Creative Industries, City, University of London. As a Senior Fellow of the Higher Education Academy (SFHEA), she has extensive experience in teaching and researching media, advertising, and marketing communications.

Prior to joining City, Yoon taught at the University of Greenwich, University of East London and Cardiff University.

Yu, Zizheng
Zizheng Yu is a Lecturer in Promotional Media (E&R) and Programme Director of the MA in Social Media and Digital Marketing. He has previously taught at the University of Greenwich, Cardiff University, and King's College London on a wide range of undergraduate and postgraduate subjects in the fields of advertising, PR, media and communication and digital humanities.
Before entering academia, Yu worked for one of the biggest real estate companies in China as a Senior Brand Manager; as a Journalist for Chinese Southern Daily in Foshan, and UK Chinese Journal in London. His work has been published in Social Media + Society, Chinese Journal of Communication, Journal of Broadcasting & Electronic Media, and Convergence, Media International Australia.

Zizheng Yu is Programme Director of the MA in Social Media and Digital Marketing at Exeter University, UK. He worked in senior branding positions across the world and as a Journalist for Chinese Southern Daily in Foshan and for UK Chinese Journal in London.

Hyunsun Yoon is a Senior Lecturer in Strategic Communication at the Department of Media, Culture and Creative Industries at City, University of London. As a Senior Fellow of the Higher Education Academy (SFHEA), she has extensive experience in teaching media, advertising, and marketing communications.