Tuten, Tracy L. 1967- creator text bibliography enk 2021 4th ed. monographic eng

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xiii, 466 p. : ill. ; 26 cm "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. The 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. Tracy L. Tuten. Previous edition: 2018. Includes bibliographical references and index. Internet advertising Social media Economic aspects Online social networks Economic aspects Internet marketing HF5414 .T883 2021 9781529731996 9781529731989 UKMGB 210804 20240724144736.0 eng