Social Media Marketing

Name: Social Media Marketing
Price: 82.95 AUD
Availability: OutOfStock
ISBN: 9781398623149

Digital Marketing in a Networked World

Zizheng Yu, Hyunsun Yoon

$82.95

Paperback

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English

Kogan Page Ltd
03 March 2026

E-commerce: business aspects; Sales & marketing

How does social media influence consumer behaviour and market dynamics? This textbook provides students with the theory and practice of social media marketing and management activities to succeed in their course.

Social Media Marketing offers a critical and in-depth understanding of key aspects of social media marketing that balances the key theories with real-world industry practice. It covers cutting-edge material on promotional culture and consumer activism to broaden students' understanding in this field. Supported by international real-world examples throughout, the textbook examines the use of various platforms in different contexts, how to manage social media crises and themes of consumer resistance and anti-branding.

Social Media Marketing includes in-text learning features such as learning outcomes, 'tips from social media managers' boxes and exercise questions. It is supported by online resources of PowerPoint slides and further student exercises.

This textbook is ideal for undergraduate students taking modules on Social Media Marketing as part of their degrees.

By: Zizheng Yu, Hyunsun Yoon
Imprint: Kogan Page Ltd
Country of Publication: United Kingdom
Dimensions: Height: 240mm, Width: 170mm, Spine: 15mm
Weight: 666g
ISBN: 9781398623149
ISBN 10: 1398623148
Pages: 176
Publication Date: 03 March 2026
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Paperback
Publisher's Status: Active

Chapter - 00: Introduction; Chapter - 01: Understanding social media: why and how to study it?; Chapter - 02: Social media platforms and users; Chapter - 03: Social media marketing and promotional culture; Chapter - 04: The game of attention grabbing; Chapter - 05: Social Media contexts; Chapter - 06: Social Media Crises; Chapter - 07: Social media and consumer resistance; Chapter - 08: Challenges and reflections: what should we do as social media users and managers?; Chapter - 09: Conclusion

Zizheng Yu is Programme Director of the MA in Social Media and Digital Marketing at Exeter University, UK. He worked in senior branding positions across the world and as a Journalist for Chinese Southern Daily in Foshan and for UK Chinese Journal in London. Hyunsun Yoon is a Senior Lecturer in Strategic Communication at the Department of Media, Culture and Creative Industries at City, University of London. As a Senior Fellow of the Higher Education Academy (SFHEA), she has extensive experience in teaching media, advertising, and marketing communications.

Reviews for Social Media Marketing: Digital Marketing in a Networked World

""Yu and Yoon have successfully produced a critical and applied intervention in the intersection of social media and marketing studies. Social Media Marketing offers a fresh outlook on strategic communication on social media coupled with real world examples and digestible formats for knowledge sharing. This book promises to be a valuable asset to students in marketing and communications."" * Professor Eleftheria Lekakis, Associate Professor in Media and Communication (Media and Film), University of Sussex * ""This book is a timely and much-needed contribution to the field of social media marketing. While many of us assume we 'understand' social media, this text skilfully demonstrates how essential it is to engage with the deeper theoretical foundations that shape digital interactions. Yu and Yoon offer a rich, critical exploration of social media's evolving landscape, paired with practical insights that make the content both intellectually stimulating and highly applicable. Importantly, the book moves beyond Western-centric narratives, presenting a genuinely global perspective that reflects the realities of today's connected world. This will be an invaluable addition to our understanding and teaching of social media marketing, and a refreshing resource for students, educators, and practitioners alike."" * Emmanuel Mogaji, PhD, Associate Professor in Marketing, Keele University *