راهنمای سیج در بازاریابی رسانه‌های اجتماعی ۲۰۲۲
The SAGE Handbook of Social Media Marketing 2022

1. Cover

2. Half Title

3. Title Page

4. Copyright Page

5. Contents

6. List of Figures

7. List of Tables

8. Notes on the Editors and Contributors

9. Part I Foundations of Social Media Marketing

1 Introduction to Social Media Marketing

2 Strategic Directions in B2C Social Media Marketing

3 Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy

4 Consumer Ties and Social Media Consumer Culture in Social Media Networks

5 From Global Activism to Knowledge-Sharing with Colleagues: A Typology of Online Communities

15. Part II Methodologies and Theories in Social Media Marketing

6 Social Media Research Using Big Data – Types, Techniques, and Technologies

7 Analysing Digital Dialogue: Implications for Research and Practice

8 Approaches to Emotion and Sentiment Analysis

9 Social Contagion and Virality in Online Networks

10 Eye Tracking as a Research Method for Social Media

21. Part III Channels and Platforms in Social Media Marketing

11 Geopolitical Overview of Social Media Platforms: From Beijing to Berlin

12 The Social Shopping Movement in China: From TaoBao to WeChat

13 Social Media Data in Digital Placemaking

14 How Influencers Influence: Conceptualizing the Influencer Map for Marketing

26. Part IV Tools, Tactics and Techniques in Social Media Marketing

15 Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media

16 A Typology of Brand-Related Content on Social Media

17 Virtual Influencers: Antecedents and Typologizing

18 Visual Communication in Social Media Marketing

19 Memes: Interactive Creative Intertextuality on Social Media

20 Do You Speak Emoji? The Language of Emojis

33. Part V Management and Metrics in Social Media

21 Positive Messaging and Employee Brand Advocacy

22 Firm Strategies for One-on-One Exchanges with Customers in Social Media

23 Understanding Complaining, Service Failure Identification and Service Recovery via Social Media

24 Organizational Exit Strategies on Social Media Platforms

25 Social Media Metrics: From Vanity to Sanity

26 A/B Testing in Social Media

40. Part VI Ethical Issues in Social Media

27 The Reputation Economy: A Tale as Old as Time or a New Paradigm?

28 Unethical Behaviour of Social Media Influencers: History, Practice and Future Research

29 The Ethics of Using Social Media Influencers for Marketing Purposes

30 Managing Incivility in Online Brand Communities

45. Index