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Produktbild: Strategic Social Media

Strategic Social Media From Marketing to Social Change

54,99 €

inkl. gesetzl. MwSt., Versandkostenfrei

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

20.03.2024

Verlag

Wiley

Seitenzahl

384

Maße (L/B/H)

23,3/18,5/2,3 cm

Gewicht

728 g

Auflage

2. Auflage

Sprache

Englisch

ISBN

978-1-119-89036-2

Beschreibung

Produktdetails

Einband

Taschenbuch

Erscheinungsdatum

20.03.2024

Verlag

Wiley

Seitenzahl

384

Maße (L/B/H)

23,3/18,5/2,3 cm

Gewicht

728 g

Auflage

2. Auflage

Sprache

Englisch

ISBN

978-1-119-89036-2

Herstelleradresse

Libri GmbH
Europaallee 1
36244 Bad Hersfeld
DE

Email: gpsr@libri.de

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  • Produktbild: Strategic Social Media

  • Introduction 1

    Reference 3

    Part I Convergent Social Media 5

    1 The Foundational Principles of Behavior Change 7

    Introduction 7

    Bridging Communication Theories and Social Media Practices 10

    Linear Communication Models to Transactional Processes 10

    Marketing and Behavior Change Theory 13

    Summary 21

    References 22

    2 Information Diffusion 24

    Introduction 24

    Diffusing Your Message 25

    Web 1.0 to Web 2.0 Technology Structure 27

    Transparency, Control, and Public Relations 31

    Summary 41

    References 43

    3 Establishing Community 45

    Introduction 45

    Community Development Theory 46

    Behavior Change and the Power of Social Networks 51

    Brand Authenticity 54

    Summary 59

    References 61

    4 Mobilizing Your Users 63

    Introduction 63

    Social Media Mobilization 64

    The Power of User- Generated Content 67

    Offline Brand Advocacy 71

    Summary 75

    References 77

    Part II Social Media Users and Messages 79

    5 Social Media Uses 81

    Introduction 81

    Transforming Passive Audiences to Participatory Users 82

    Predicting Social Media Use 85

    Social Media User Profile 89

    Summary 94

    References 96

    6 Active Within Structures 99

    Introduction 99

    Active Within Structures 100

    The Role of Structure 105

    Recognizing Constrained Active Choices 110

    Summary 113

    References 114

    7 Social Media Messages for Engagement 117

    Introduction 117

    The Theory of Dialogic Communication 118

    Social Media Engagement and Virtual Communities 121

    The Dialogic Loop 126

    Summary 130

    References 132

    8 Social Media for Personal Branding 134

    Introduction 134

    Personal Branding 135

    Public/Private Identity 136

    Omnichannel Personal Marketing 140

    Summary 146

    References 147

    Part III Social Media Marketing and Business Models 151

    9 The Long Tail and Social Media Business Models 153

    Introduction 153

    Theory of the Long Tail 154

    Developing a Business Model 158

    One Business Model Doesn't Fit All 165

    Summary 170

    References 172

    10 Social Media Marketing Strategies 175

    Introduction 175

    Transitioning from Traditional Marketing 176

    Applied Strategic Theory 177

    Branded Social Experience 184

    Summary 188

    References 190

    11 Mobile Marketing and e- Commerce 191

    Introduction 191

    Mobile Digital Projections 193

    Peer Influence and a Shared Social Journey 196

    Generating Return Visits 199

    Summary 203

    References 204

    12 Evaluating Social Media Marketing 206

    Introduction 206

    Current Social Media Marketing Measurements 207

    Building on the Focus Group 211

    Audience Reception Approach 213

    Summary 219

    References 220

    Part IV Marketing for Social Good 223

    13 Social Media for Social Behavior Change 225

    Introduction 225

    We First 226

    Role of the User 230

    Identification Through Social Behavior 234

    Summary 238

    References 240

    14 Social Media and Health Campaigns 242

    Introduction 242

    Activation Theory of Information Exposure 244

    Health Belief Model 247

    Mobile Reach 251

    Summary 253

    References 255

    15 Social Media and Civic Engagement 258

    Introduction 258

    Historical Shifts of Civic Engagement 260

    Civic Engagement and the Individual Self 263

    Technology and Political Communication 266

    Summary 271

    References 273

    16 Communication for Development 275

    Introduction 275

    Exploring Communication for Development 276

    Modernization, Dependency, and Participatory Approaches to Behavior Change 277

    Opportunities and Challenges of Communication for Development Approaches 282

    Summary 289

    References 290

    17 Social Media and Entertainment-Education 292

    Introduction 292

    Theoretical Underpinnings of Entertainment-Education 294

    Entertainment-Education and Public Health 296

    MARCH Model of Behavior Change 298

    Summary 305

    References 306

    Part V Social Media for Social and Behavior Change 309

    18 Social Media in a Post- convergence Era 311

    Introduction 311

    The Culture of Convergence 312

    Remediation Theory 316

    Integrating Social Media in a Post- convergence Era 317

    Summary 323

    References 324

    19 Arguing for a General Framework for Social Media Scholarship 327

    Introduction 327

    The Six Paradigms of Communication Theory 328

    A General Framework for Mass Media Scholarship 334

    Key Intersections of Social Media Scholarship 336

    Summary 339

    References 340

    20 The Future of Social Media 343

    Introduction 343

    The Future Social Media Landscape 344

    Artificial Intelligence (AI) 347

    Opportunities and Concerns 350

    Conclusions in the Future Social Media Landscape 352

    Summary 355

    References 357

    Index 360