The SAGE Handbook of Social Media Marketing

Part 1: Foundations of Social Media Chapter 1: Introduction to Social Media Marketing - Tracy L. Tuten & Annmarie Hanlon Chapter 2: Strategic Directions in B2C Social Media Marketing - Karen E. Mishra & Brian J. Baldus Chapter 3: Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy - Jae Min Jung, Kyeong Sam Min, Kristen R. Schiele, Anthony Kim, Jing Hu, Xin Liu, Curtis P. Haugtvedt, & James J. Kellaris Chapter 4: Consumer Ties and Social Media Consumer Culture in Social Media Networks - Duygu Akdevelioglu & Alladi Venkatesh Chapter 5: From Global Action to Knowledge-sharing with your Colleagues: A Typology of Online Communities - Stephan Dahl & Ana Margarida Barreto Part 2: Methodologies and Theories in Social Media Chapter 6: Social Media Research Using Big Data - Types, Techniques, and Technologies - Theo Lynn & Pierangelo Rosati Chapter 7: Analysing Digital Dialogue: Implications for Research and Practice - Sarah Glozer Chapter 8: Approaches to Emotion and Sentiment Analysis - Ana Isabel Canhoto Chapter 9: Social Contagion in Online Networks and Virality - Franco Curmi Chapter 10: Eye Tracking Research Methodology for Social Media - Ellen Roemer Part 3: Channels and Platforms in Social Media Chapter 11: Geopolitical Overview of Social Media Platforms - From Beijing to Berlin - Sabine Baumann Chapter 12: The Social Shopping Movement in China from TaoBao to WeChat - Wenkai Zhou Chapter 13: Social Media Data in Placemaking - Brendan James Keegan & Rossano Schifanella Chapter 14: How Influencers Influence: Conceptualizing the Influencer Map for Marketing - Karen Freberg, Brian G. Smith, & Lauren Silva Part 4: Tools, Tactics and Techniques in Social Media Chapter 15: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media - Valeria Penttinen & Robert Ciuchita Chapter 16: A Typology of Brand-Related Content on Social Media - Jana Gross Chapter 17: Virtual Influencers: Antecedents and Typologizing - Jon Engstroem Chapter 18: Visual Communication in Social Media Marketing - Natalia Maehle, Caterina Presi, & Ingeborg A. Kleppe Chapter 19: Memes: Interactive Creative Intertextuality on Social Media - Alexander Laskin & Yasha A. Laskin Chapter 20: Do You Speak Emoji? The Language of Emojis - Ivana Ebel & Joatan Preis Dutra Part 5: Management and Metrics in Social Media Chapter 21: Firm Strategies for One-on-One Exchanges with Customers in Social Media - Kelly Hewett, Steven Hoornaert, & Matthijs Meire Chapter 22: Positive Messaging and Employee Brand Advocacy - Ann M. Torres & Aisling Keenan Gaylard Chapter 23: Understanding Complaining, Service Failure Identification and Service Recovery via Social Media - Karen Jones Chapter 24: Organizational Exit Strategies on Social Media Platforms - Carsten Dirk Schultz & Bjoern Kruse Chapter 25: Social Media Metrics from Vanity to Sanity - Karen Sutherland Part 6: Ethical Issues in Social Media Chapter 26: A/B Testing in Social Media - Carolyn Popp Garrity Chapter 27: The Reputation Economy: A Tale as Old as Time or a New Paradigm? - Laura S. Rifkin, Canan Corus, & Colleen P. Kirk Chapter 28: Unethical Behaviour of Social Media Influencers: History, Practice and Future Research - Marina Leban Chapter 29: The Ethics of Using Social Media Influencers for Marketing Purposes - Irina Gorea & Jenna Jacobson Chapter 30: Managing Uncivil Interactions in Online Brand Communities - Denitsa Dineva