Part 1: Foundations of Social Media
Tracy L. Tuten & Annmarie Hanlon Chapter 1: Introduction to Social Media Marketing Karen E. Mishra & Brian J. Baldus Chapter 2: Strategic Directions in B2C Social Media Marketing Jae Min Jung, Kyeong Sam Min, Kristen R. Schiele, Anthony Kim, Jing Hu, Xin Liu, Curtis P. Haugtvedt, & James J. Kellaris Chapter 3: Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy Duygu Akdevelioglu & Alladi Venkatesh Chapter 4: Consumer Ties and Social Media Consumer Culture in Social Media Networks Stephan Dahl & Ana Margarida Barreto Chapter 5: From Global Action to Knowledge-sharing with your Colleagues: A Typology of Online Communities
Part 2: Methodologies and Theories in Social Media
Theo Lynn & Pierangelo Rosati Chapter 6: Social Media Research Using Big Data - Types, Techniques, and Technologies Sarah Glozer Chapter 7: Analysing Digital Dialogue: Implications for Research and Practice Ana Isabel Canhoto Chapter 8: Approaches to Emotion and Sentiment Analysis Franco Curmi Chapter 9: Social Contagion in Online Networks and Virality Ellen Roemer Chapter 10: Eye Tracking Research Methodology for Social Media
Part 3: Channels and Platforms in Social Media
Sabine Baumann Chapter 11: Geopolitical Overview of Social Media Platforms - From Beijing to Berlin Wenkai Zhou Chapter 12: The Social Shopping Movement in China from TaoBao to WeChat Brendan James Keegan & Rossano Schifanella Chapter 13: Social Media Data in Placemaking Karen Freberg, Brian G. Smith, & Lauren Silva Chapter 14: How Influencers Influence: Conceptualizing the Influencer Map for Marketing
Part 4: Tools, Tactics and Techniques in Social Media
Valeria Penttinen & Robert Ciuchita Chapter 15: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media Jana Gross Chapter 16: A Typology of Brand-Related Content on Social Media Jon Engström Chapter 17: Virtual Influencers: Antecedents and Typologizing Natalia Maehle, Caterina Presi, & Ingeborg A. Kleppe Chapter 18: Visual Communication in Social Media Marketing Alexander Laskin & Yasha A. Laskin Chapter 19: Memes: Interactive Creative Intertextuality on Social Media Ivana Ebel & Joatan Preis Dutra Chapter 20: Do You Speak Emoji? The Language of Emojis
Part 5: Management and Metrics in Social Media
Kelly Hewett, Steven Hoornaert, & Matthijs Meire Chapter 21: Firm Strategies for One-on-One Exchanges with Customers in Social Media Ann M. Torres & Aisling Keenan Gaylard Chapter 22: Positive Messaging and Employee Brand Advocacy Karen Jones Chapter 23: Understanding Complaining, Service Failure Identification and Service Recovery via Social Media Carsten Dirk Schultz & Björn Kruse Chapter 24: Organizational Exit Strategies on Social Media Platforms Karen Sutherland Chapter 25: Social Media Metrics from Vanity to Sanity
Part 6: Ethical Issues in Social Media
Carolyn Popp Garrity Chapter 26: A/B Testing in Social Media Laura S. Rifkin, Canan Corus, & Colleen P. Kirk Chapter 27: The Reputation Economy: A Tale as Old as Time or a New Paradigm? Marina Leban Chapter 28: Unethical Behaviour of Social Media Influencers: History, Practice and Future Research Irina Gorea & Jenna Jacobson Chapter 29: The Ethics of Using Social Media Influencers for Marketing Purposes Denitsa Dineva Chapter 30: Managing Uncivil Interactions in Online Brand Communities


Includes index