The sage handbook of social media marketing

Table of content:
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
[https://in.sagepub.com/en-in/sas/the-sage-handbook-of-social-media-marketing/book275207#contents]

Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in 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 the area.

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

(https://in.sagepub.com/en-in/sas/the-sage-handbook-of-social-media-marketing/book275207)