Social Media Marketing 3rd Edition Theories and Applications

Tiếp thị truyền thông xã hội
Lý thuyết và ứng dụng
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List of Figures
List of Tables
Key to Icons
About the Author
Online Resources
Introduction: Welcome to the New Marketing
Definition of social media and related terms
Evolution or revolution?
References
Part 1 Understanding Actors in Social Media Marketing
1 Consumer Tribes and Communities
Towards tribal consumption
The ‘usefulness’ of social media
The social context: Subcultures and tribes
The emerging importance of subcultures
From subcultures and neo-tribes to the tribal mainstream
Tribes or brand communities
Tribal consumers and traditional marketing concepts
Consumption in context: From exchange to experience
Summary
References
2 Users and Co-creation of Value
Control and co-creation of value
Control
Co-creation
Experience economy
Co-creation concept
Value
Creating value
Consumer roles
Commercial co-creation
Anti-consumption
Critiques of co-creation
Co-creation and traditional marketing
Summary
References
3 Brand and Anthropomorphic Marketing
Anthropomorphic marketing
From hard-sell to brand personality and brand relationships
Anthropomorphism in marketing
Definition of anthropomorphic marketing
Persuasiveness of anthropomorphic marketing
Theoretical explanations
Anthropomorphism in social media
Criticism
Summary
References
4 Influencer Marketing
Influencer marketing
Definition of influencer marketing
Types of influencers and use in marketing
Source credibility theory
Strategy development
Two-step flow theory
Channels and platforms
Outcomes and effectiveness
Legal and ethical concerns
Summary
References
Part 2 Understanding Platforms in Social Media Marketing
5 Traditional Social Media Platforms
Traditional social media
Early ‘social media’: BBS, Usenet, forums
The creation of the ‘social web’ and Web 2.0
Theoretical underpinnings
Summary
References
6 Gaming and Hybrid Platforms
Gaming and hybrid platforms
Early video games
From MUD to Second Life and virtual worlds
Video games and live streaming
In-game advertising and advergaming
Theoretical models
Gamification
Summary
References
7 Mobile and Location-based Platforms
Mobile and location-based platforms
The development of the mobile phone
Mobile computing
Smartphones
Location-based and other enhanced services
Theoretical considerations
Summary
References
Part 3 Understanding Content in Social Media Marketing
8 Persuasiveness
Social media persuasiveness
Elaboration Likelihood Model
Heuristic-Systematic Model
Integrated Model of Persuasion
Other factors influencing persuasion
Persuasion knowledge
Online persuasion theories
Positive factors influencing persuasion
Credibility
Perceived similarity
Parasocial relationships
Summary
References
9 Engagement
Engagement
Definition of engagement
Attitude–behaviour gap
Timing of social media engagement
Types of engagement
Emotional engagement
Behavioural engagement
Engagement outside the brand sphere
Mere virtual presence
Negative engagement and culture jamming
Reactance theory
Summary
References
10 Electronic Word of Mouth (eWOM)
Word of Mouth
Definition of WOM
Types of eWOM
Associated terminology
Effectiveness of WOM
Two-step Flow Theory
Social Network Theory
Tie strength
Evaluation of credibility of WOM messages
Motivators of WOM and eWOM
Valence and volume
Summary
References
Part 4 Understanding Context in Social Media Marketing
11 Measurement, Metrics and Analytics
Measuring social media
Stages of social media measurement planning
Frequently used measuring tools
Comparison to traditional websites
Comparisons to traditional media
Media usage: Public vs. private
Message content: Information vs. linking value
Summary
References
12 Cross-cultural Aspects and Implications
Cross-cultural aspects of social media
Differences in SM usage
Cultural factors in social media adoption
Reaction to social media
Reflection of cultural values
Summary
References
13 Privacy, Ethical and Legal Issues
Privacy, data protection, ethical and legal issues
Privacy and data protection
Legal and ethical
Legal frameworks/self-regulation
Ethical frameworks
Children and games
Alcohol promotion
Summary
References
14 Afterword
Glossary
Index