02197nam a22003137a 4500003000900000005001700009008004100026020001800067020001800085040007000103050002300173100002700196245004600223250001200269264006800281300003400349336002100383337002500404338002300429500002800452504005100480505033300531520085200864650002801716650003501744650004601779650002301825776003501848CY-PaNEU20240724144736.0210804s2021    enka     b    001 0 eng d  a9781529731996  a9781529731989  aUKMGBbengerdacUKMGBdOCLCOdOCLCFdYDXdOCLCOdNZTOIdCY-PaNEU 4aHF5414b.T883 20211 aTuten, Tracy L.d1967-10aSocial media marketing /cTracy L. Tuten.  a4th ed. 1aLondon ;aThousand Oaks, California :bSAGE Publications,c2021  axiii, 466 p. :bill. ;c26 cm  atext2rdacontent  aunmediated2rdamedia  avolume2rdacarrier  aPrevious edition: 2018.  aIncludes bibliographical references and index.0 aThe social media environment -- Social consumers -- Network structure and group influences in social media -- Social media marketing strategy -- Tactical planning and execution -- Social community -- Social publishing -- Social entertainment -- Social commerce -- Social media analytics -- Social media metrics -- The case zone.  a"Social Media Marketing deserves special kudos for its courage in tackling the new frontier of social media marketing. This textbook challenges its readers to grapple with the daunting task of understanding rapidly evolving social media and its users. The market leading and award winning text on social media marketing has been fully updated for this fourth edition. With a balance of essential theory and practical application, the text has been been thoroughly revised to reflect the latest developments in social media marketing research and practice. 11 new case studies have been added to the 'Case Zone', including TikTok, LEGO, Nespresso and Puma. A student-engaging case study now runs throughout the entire textbook looking at the US based company Kombucha 221 BC to help develop understanding of each chapter." -- provided by publisher. 7aInternet advertising.2 0aSocial mediaxEconomic aspects 7aOnline social networksxEconomic aspects. 4aInternet marketing08iebook version :z9781529737127