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**Winner of the TAA 2017 Textbook Excellence Award**



"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."

TAA Judges Panel



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.



The book is complemented by a companion website that offers valuable additional resources for both instructors and students, including author videos discussing key social media marketing ideas and concepts, author-selected YouTube video playlists, additional case studies, further weblinks, PowerPoint slides and Testbank.



A must-have text for those studying social media marketing.

Social Media Marketing

Part One: Foundations of Social Media Marketing

Chapter 1: The Social Media Environment

Chapter 2: Social Consumers

Chapter 3: Network Structure and Group Influences in Social Media

Part Two: Social Media Marketing Strategy and Planning

Chapter 4: Social Media Marketing Strategy

Chapter 5: Tactical Planning and Execution

Part Three: The Four Zones of Social Media

Chapter 6: Social Community

Chapter 7: Social Publishing

Chapter 8: Social Entertainment

Chapter 9: Social Commerce

Part Four: Social Media Data Management and Measurement

Chapter 10: Social Media Analytics

Chapter 11: Social Media Metrics

Part Five: Social Media Marketing in Practice

The Case Zone