Social media marketing : theories & applications

Providing a uniquely scholarly approach towards the subject, Social Media Marketing continues to draw on current trends and research to deliver a critical evaluation of social media marketing in relation to marketing theory and business and social science scholarship alongside industry perspectives.Now in its third edition, this popular text has been updated to include technological advances in practice such as AI and virtual marketing, alongside a brand-new chapter on the rise of influencer culture and marketing. Examples and case studies throughout also help students to contextualise the text through popular brands and platforms such as Instagram, Dunkin Donuts, Amazon and also political marketing for social movements such as Extinction Rebellion. This text is essential reading for all marketing students, researchers and practitioners today.