{"product_id":"social-media-marketing-digital-marketing-in-a-networked-world-9781398623163","title":"Social Media Marketing: Digital Marketing in a Networked World","description":"\u003cp\u003e\u003cstrong\u003eThe ideal textbook for understanding how social media shapes consumer behaviour and marketing strategy.\u003c\/strong\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003e\u003cem\u003eSocial Media Marketing\u003c\/em\u003e\u003c\/strong\u003e by \u003cstrong\u003eZizheng Yu\u003c\/strong\u003e and \u003cstrong\u003eHyunsun Yoon \u003c\/strong\u003eprovides undergraduate students with a comprehensive introduction to the theory and practice of social media in contemporary marketing. Ideal for modules in digital and social media marketing, it equips learners with the analytical, strategic and creative skills needed to understand and manage social media platforms as dynamic tools of communication, influence and engagement.\u003c\/p\u003e\u003cp\u003eBridging academic theory with real-world practice, this textbook explores how social media transforms consumer behaviour, brand relationships and brand crises. It examines promotional culture, online communities and the rise of consumer activism, offering students a critical perspective on both the opportunities and risks of social media engagement.\u003c\/p\u003e\u003cp\u003eInternational real-world examples include Fabindia, Unilever, Gymshark and Gentle Monster show how different platforms are used across global markets, while new material on crisis management, consumer resistance and anti-branding reflects today's complex and fast-moving digital environment.\u003c\/p\u003e\u003cp\u003eLearning is reinforced through: \u003c\/p\u003e\u003cp\u003e- Learning outcomes and clear chapter objectives to guide study\u003c\/p\u003e\u003cp\u003e- Discussion points and exercises to build confidence and critical thinking\u003c\/p\u003e\u003cp\u003e- Online lecturer resources, including PowerPoint slides for structured teaching\u003c\/p\u003e\u003cp\u003eWhether studying marketing, media or communication, \u003cstrong\u003e\u003cem\u003eSocial Media Marketing\u003c\/em\u003e\u003c\/strong\u003e gives students the theoretical grounding and practical tools to analyse, plan and execute effective social media strategies with impact and integrity.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cp\u003e\u003cb\u003eZizheng Yu \u003c\/b\u003eis 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 \u003ci\u003e\u003cb\u003eChinese Southern Daily\u003c\/b\u003e\u003c\/i\u003e in Foshan and for \u003cb\u003e\u003ci\u003eUK Chinese Journal\u003c\/i\u003e \u003c\/b\u003ein London. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eHyunsun Yoon\u003c\/b\u003e 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.\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":52141479067922,"sku":"9781398623163","price":164.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_0fe48138-e410-476b-9ce3-8be394d551df.jpg?v=1774451596","url":"https:\/\/surprise-castle.myshopify.com\/products\/social-media-marketing-digital-marketing-in-a-networked-world-9781398623163","provider":"Surprise Castle","version":"1.0","type":"link"}