Social Media Marketing 3rd Edition Theories and Applications

List of FiguresList of TablesKey to IconsAbout the AuthorOnline ResourcesIntroduction: Welcome to the New MarketingDefinition of social media and related termsEvolution or revolution?ReferencesPart 1 Understanding Actors in Social Media Marketing1 Consumer Tribes and CommunitiesTowards tribal consumptionThe ‘usefulness’ of social mediaThe social context: Subcultures and tribesThe emerging importance of subculturesFrom subcultures and neo-tribes to the tribal mainstreamTribes or brand communitiesTribal consumers and traditional marketing conceptsConsumption in context: From exchange to experienceSummaryReferences2 Users and Co-creation of ValueControl and co-creation of valueControlCo-creationExperience economyCo-creation conceptValueCreating valueConsumer rolesCommercial co-creationAnti-consumptionCritiques of co-creationCo-creation and traditional marketingSummaryReferences3 Brand and Anthropomorphic MarketingAnthropomorphic marketingFrom hard-sell to brand personality and brand relationshipsAnthropomorphism in marketingDefinition of anthropomorphic marketingPersuasiveness of anthropomorphic marketingTheoretical explanationsAnthropomorphism in social mediaCriticismSummaryReferences4 Influencer MarketingInfluencer marketingDefinition of influencer marketingTypes of influencers and use in marketingSource credibility theoryStrategy developmentTwo-step flow theoryChannels and platformsOutcomes and effectivenessLegal and ethical concernsSummaryReferencesPart 2 Understanding Platforms in Social Media Marketing5 Traditional Social Media PlatformsTraditional social mediaEarly ‘social media’: BBS, Usenet, forumsThe creation of the ‘social web’ and Web 2.0Theoretical underpinningsSummaryReferences6 Gaming and Hybrid PlatformsGaming and hybrid platformsEarly video gamesFrom MUD to Second Life and virtual worldsVideo games and live streamingIn-game advertising and advergamingTheoretical modelsGamificationSummaryReferences7 Mobile and Location-based PlatformsMobile and location-based platformsThe development of the mobile phoneMobile computingSmartphonesLocation-based and other enhanced servicesTheoretical considerationsSummaryReferencesPart 3 Understanding Content in Social Media Marketing8 PersuasivenessSocial media persuasivenessElaboration Likelihood ModelHeuristic-Systematic ModelIntegrated Model of PersuasionOther factors influencing persuasionPersuasion knowledgeOnline persuasion theoriesPositive factors influencing persuasionCredibilityPerceived similarityParasocial relationshipsSummaryReferences9 EngagementEngagementDefinition of engagementAttitude–behaviour gapTiming of social media engagementTypes of engagementEmotional engagementBehavioural engagementEngagement outside the brand sphereMere virtual presenceNegative engagement and culture jammingReactance theorySummaryReferences10 Electronic Word of Mouth (eWOM)Word of MouthDefinition of WOMTypes of eWOMAssociated terminologyEffectiveness of WOMTwo-step Flow TheorySocial Network TheoryTie strengthEvaluation of credibility of WOM messagesMotivators of WOM and eWOMValence and volumeSummaryReferencesPart 4 Understanding Context in Social Media Marketing11 Measurement, Metrics and AnalyticsMeasuring social mediaStages of social media measurement planningFrequently used measuring toolsComparison to traditional websitesComparisons to traditional mediaMedia usage: Public vs. privateMessage content: Information vs. linking valueSummaryReferences12 Cross-cultural Aspects and ImplicationsCross-cultural aspects of social mediaDifferences in SM usageCultural factors in social media adoptionReaction to social mediaReflection of cultural valuesSummaryReferences13 Privacy, Ethical and Legal IssuesPrivacy, data protection, ethical and legal issuesPrivacy and data protectionLegal and ethicalLegal frameworks/self-regulationEthical frameworksChildren and gamesAlcohol promotionSummaryReferences14 AfterwordGlossaryIndex