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Social Media Marketing

Social Media Marketing

Fourth Edition
Additional resources:

December 2020 | 488 pages | SAGE Publications Ltd
**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.

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


Click for online resources

Student resources

  • Author videos
  • YouTube Playlist
  • Additional Case Studies
  • Weblinks

Lecturer resources

  • Testbanks
  • PowerPoints
  • Instructors Manual
  • Additional Case Studies
  • Author approved YouTube links
  • Downloadable figures and tables
  • Canvas Course Cartridge

The book overall covers the topics for the module digital marketing. It has been proposed as a reading list text book to the students.

Dr Havisha Vaghjee
Management, University of Technology, Mauritius
May 24, 2023

student research projects

Mrs Jane Joyce
AHed, Peter Symond's College
July 6, 2022

Excellent explanations throughout, easy to understand.

Miss Sam Shepley
Law, Oldham College
July 11, 2022

This book will be essential for two of the courses that I will be teaching on. Business Enterprise and Creativity and Sports Marketing. Great case studies and statistics, structured and displayed with excellent tables and graphs and easy to find the material required.

Mrs Sharon Gayter
Business School, Teesside University
June 1, 2021

Adopting this book has helped my students enormously for an ever changing social media landscape and digital world and not forgetting to mention delivering their very practical module assessment.

Mr mirage islam
School of Arts & Media, Salford University
January 20, 2022

very thorough introduction to the subject with a good mix of practical advice and scientific discussion

Professor Gernot Gehrke
Communications, Hannover University of Applied Sci And Arts
January 18, 2021
Key features
  • Includes a new chapter on tactical planning and execution
  • Features coverage of the latest research within social media marketing
  • Features expanded and all new case studies and examples (including Facebook, Instagram, Twitter, Snapchat, etc.), and discusses these in relation to globally recognized brands such as Pokémon Go, Nike, Amazon Kindle, and Lady Gaga
  • Well-balanced coverage of practical and theoretical content
  • The "four zones" of social media marketing provide a pedagogical framework for students
  • Connects social media marketing to marketing textbook principles

For instructors

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