Stephan Dahl 
Social Media Marketing 
Theories and Applications

Helping you make the connections between the theory and practice of social media marketing, this third edition of the 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 help you 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.

Table des matières

Part 1: Understanding Actors in Social Media Marketing

Chapter 1: Consumer Tribes and Communities

Chapter 2: Users and Co-Creation Of Value

Chapter 3: Brand and Anthropomorphic Marketing

Chapter 4: Influencer Marketing

Part 2: Understanding Platforms in Social Media Marketing

Chapter 5: Traditional Social Media Platforms

Chapter 6: Gaming and Hybrid Platforms

Chapter 7: Mobile and Location-Based Platforms

Part 3: Understanding Content in Social Media Marketing

Chapter 8: Persuasiveness

Chapter 9: Engagement

Chapter 10: Electronic Word of Mouth (EWOM)

Part 4: Understanding Context in Social Media Marketing

Chapter 11: Measurement, Metrics and Analytics

Chapter 12: Cross-Cultural Aspects and Implications

Chapter 13: Privacy, Ethical and Legal Issues

Chapter 14: Afterword

A propos de l’auteur

Stephan Dahl is Adjunct Associate Professor at Charles Darwin University and James Cook University in Australia. Born in Germany, he worked in media, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain before joining academia. His research interests include social marketing, ethics in marketing and online/social media marketing and he publishes widely in national and international journals, as well as being the author or co-author of several books on social marketing, marketing communications and ethics in marketing. He currently serves on the editorial board of the International Journal of Advertising Research and the Journal of Consumer Affairs. His research has recently been featured in the UK on Channel 4’s Dispatches programme, and BBC’s Newsnight and Look East. He is also the co-author of Marketing Ethics & Society (SAGE, 2015) and co-editor of the Handbook of Marketing Ethics (SAGE, 2021).