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The SAGE Handbook of Digital & Social Media Marketing

The SAGE Handbook of Digital & Social Media Marketing

          
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About the Book

Digital and social media marketing have been defining and transformative topics in marketing research and practice in the early 21st century. These two Handbooks provide a digital and social media marketing journey that flows from methods and methodologies. Each volume investigates the overarching factors within these domains in a logical order, captured in one place for those seeking to research and learn more about these areas. This two-volume set is the first dedicated scholarly collection to consolidate the research, theorising, industry practices and future implications. It brings together the critical factors in digital and social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital and social media marketing.   Volume 1: The SAGE Handbook of Digital Marketing Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing Volume 2: The SAGE Handbook of Social Media Marketing Part 1: Foundations of Social Media Marketing Part 2: Methodologies and Theories in Social Media Part 3: Channels and Platforms in Social Media Part 4: Tools, Tactics, and Techniques in Social Media Marketing Part 5: Management and Metrics in Social Media Part 6: Ethical Issues in Social Media

Table of Contents:
Volume 1 Part 1: Foundations of Digital Marketing Chapter 1: Introduction - Annmarie Hanlon Chapter 2: Customer Journey as Participatory Service Ecosystem - Julia Wolny Chapter 3: Experiential Marketing in a Digital Era - Ann Torres & Áine Doherty Chapter 4: Marketing Automation: A Design Perspective - Declan Scully Chapter 5: Big Data Marketing: Context and Affordances - Leon Michael Caesarius & Jukka Hoehenthal Part 2: Methodologies and Theories in Digital Marketing Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research - Daiane Scaraboto & Marcia Christina Ferreira Chapter 7: The Technology Acceptance Model: Antecedents and Consequences - Vasilis Theoharakis & Nikos Mylonopoulos Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing - Paolo Franco Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours - Hongfei Liu, Ahmed Shaalan, & Chanaka Jayawardhena Chapter 10: Qualitative Insights for Digital Marketing - Marica Christina Ferreira & Daiane Scaraboto Part 3: Channels and Platforms in Digital Marketing Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy - Alanah Malkani Chapter 12: Price Comparison Websites - Desmond Laffey Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics - Aras Alkis Chapter 14: The Relationship Between Ecommerce and Social Commerce: Subset, Evolution, or New Paradigm? - Bairbre Brennan Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales - Lara Stocchi Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality - Sereikhuoch Eng Part 4: Tools, Tactics and Techniques in Digital Marketing Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies - Nadia Steils & Salwa Hanine Chapter 18: Digital Content Marketing - Inna Piven Chapter 19: Programmatic Advertising - Ramaprasad M. Unni Chapter 20: The Role of Push Notifications - Diana Gavilan Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age - Ahmed Shaalan, Marwa E. Tourky, & Khaled Ibrahim Chapter 22: Voice Marketing - Alice Zoghaib Part 5: Management and Metrics in Digital Marketing Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing - Jeremy Harris Lipschultz Chapter 24: Key Factors in Online Community Management - David W. Peck Chapter 25: Love, Hate and Everything in Between: Online Complainants′ Emotions During Service Recovery Episodes - Wolfgang Weitzl Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda - Sarah Turnbull Part 6: Ethical Issues in Digital Marketing Chapter 27: Research Ethics in Digital and Social Media Marketing Research - Sarah Quinton & Nina Reynolds Chapter 28: Managing the Message, from Fake News to Filter Bubbles - David Lynn Painter & Raghabendra Pratap KC Chapter 29: Brandjacking in Paid Search: An Unresolved Problem - Peter O′Connor Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy - Sven Tuzovic Chapter 31: Privacy Regulation in the Age of Artificial Intelligence - Christelle Aubert-Hassouni & Julen Cloarec Volume 2 Part 1: Foundations of Social Media Chapter 1: Introduction - Tracy L. Tuten Chapter 2: Strategic Directions in B2C Social Media Marketing - Karen E. Mishra & Brian J. Baldus Chapter 3: Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy - Jae Min Jung, Kyeong Sam Min, Kristen R. Schiele, Anthony Kim, Jing Hu, Xin Liu, Curtis P. Haugtvedt, & James J. Kellaris Chapter 4: Consumer Ties and Social Media Consumer Culture in Social Media Networks - Duygu Akdevelioglu & Alladi Venkatesh Chapter 5: From Global Action to Knowledge-Sharing with your Colleagues: A Typology of Online Communities - Stephan Dahl & Ana Margarida Barreto Part 2: Methodologies and Theories in Social Media Chapter 6: Social Media Research Using Big Data - Types, Techniques, and Technologies - Theo Lynn & Pierangelo Rosati Chapter 7: Analysing Digital Dialogue: Implications for Research and Practice - Sarah Glozer Chapter 8: Approaches to Emotion and Sentiment Analysis - Ana Isabel Canhoto Chapter 9: Social Contagion in Online Networks and Virality - Franco Curmi Chapter 10: Eye Tracking Research Methodology for Social Media - Ellen Roemer Part 3: Channels and Platforms in Social Media Chapter 11: Geopolitical Overview of Social Media Platforms - From Beijing to Berlin - Sabine Baumann Chapter 12: The Social Shopping Movement in China from TaoBao to WeChat - Wenkai Zhou Chapter 13: Social Media Data in Placemaking - Brendan James Keegan & Rossano Schifanella Chapter 14: How Influencers Influence: Conceptualizing the Influencer Map for Marketing - Karen Freberg, Brian G. Smith, & Lauren Silva Part 4: Tools, Tactics and Techniques in Social Media Chapter 15: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media - Valeria Penttinen & Robert Ciuchita Chapter 16: A Typology of Brand-Related Content on Social Media - Jana Gross Chapter 17: Virtual Influencers: Antecedents and Typologizing - Jon Engström Chapter 18: Visual Communication in Social Media Marketing - Natalia Maehle, Caterina Presi, & Ingeborg A. Kleppe Chapter 19: Memes: Interactive Creative Intertextuality on Social Media - Alexander Laskin & Yasha A. Laskin Chapter 20: Do You Speak Emoji? The Language of Emojis - Ivana Ebel & Joatan Preis Dutra Part 5: Management and Metrics in Social Media Chapter 21: Firm Strategies for One-on-One Exchanges with Customers in Social Media - Kelly Hewett, Steven Hoornaert, & Matthijs Meire Chapter 22: Positive Messaging and Employee Brand Advocacy - Ann M. Torres & Aisling Keenan Gaylard Chapter 23: Understanding Complaining, Service Failure Identification and Service Recovery via Social Media - Karen Jones Chapter 24: Organizational Exit Strategies on Social Media Platforms - Carsten Dirk Schultz & Björn Kruse Chapter 25: Social Media Metrics from Vanity to Sanity - Karen Sutherland Part 6: Ethical Issues in Social Media Chapter 26: A/B Testing in Social Media - Carolyn Popp Garrity Chapter 27: The Reputation Economy: A Tale as Old as Time or a New Paradigm? - Laura S. Rifkin, Canan Corus, & Colleen P. Kirk Chapter 28: Unethical Behaviour of Social Media Influencers: History, Practice and Future Research - Marina Leban Chapter 29: The Ethics of Using Social Media Influencers for Marketing Purposes - Irina Gorea & Jenna Jacobson Chapter 30: Managing Uncivil Interactions in Online Brand Communities - Denitsa Dineva


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Product Details
  • ISBN-13: 9781529752168
  • Publisher: SAGE Publications Ltd
  • Publisher Imprint: Sage Publications Ltd
  • Height: 246 mm
  • No of Pages: 1144
  • Spine Width: 71 mm
  • Width: 174 mm
  • ISBN-10: 1529752167
  • Publisher Date: 04 Jul 2022
  • Binding: SA
  • Language: English
  • Returnable: Y
  • Weight: 2310 gr


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