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Social Media Marketing
Digital Marketing in a Networked World
Brief Description
How does social media influence consumer behaviour and market dynamics? This textbook provides students with the theory and practice of social media marketing and management activities to succeed in their course. Social Media Marketing offers a critical and in-depth understanding of key aspects of social media...
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Format: Paperback / softback
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Learn the theory and practice of social media marketing and social media management success with this textbook.
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Description
How does social media influence consumer behaviour and market dynamics? This textbook provides students with the theory and practice of social media marketing and management activities to succeed in their course.
Social Media Marketing offers a critical and in-depth understanding of key aspects of social media marketing that balances the key theories with real-world industry practice. It covers cutting-edge material on promotional culture and consumer activism to broaden students' understanding in this field. Supported by international real-world examples throughout, the textbook examines the use of various platforms in different contexts, how to manage social media crises, and themes of consumer resistance and anti-branding.
Social Media Marketing includes in-text learning features such as learning outcomes, 'tips from social media managers' boxes, and exercise questions. It is supported by online resources of PowerPoint slides and further student exercises.
This textbook is ideal for undergraduate students taking modules on Social Media Marketing as part of their degrees.
Book Details
INFORMATION
ISBN: 9781398623149
Publisher: Kogan Page Ltd
Format: Paperback / softback
Date Published: 03 March 2026
Country: United Kingdom
Imprint: Kogan Page Ltd
Audience: Tertiary education, Professional and scholarly
DIMENSIONS
Spine width: 15.0mm
Width: 170.0mm
Height: 240.0mm
Weight: 666g
Pages: 176
About the Author
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.
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