Includes bibliographical references and index.

pt. 1. UNDERSTANDING ACTORS IN SOCIAL MEDIA MARKETING -- 1. Consumer Tribes And Communities -- Chapter Overview -- Learning Outcomes -- Towards Tribal Consumption -- The 'Usefulness' of Social Media -- Consumption in Context: From Exchange to Experience -- ThinkBox: Symbolic Consumption -- The Social Context: Subcultures and Tribes -- The Emerging Importance of Subcultures -- From Subcultures and Neo-tribes to the Tribal Mainstream -- Tribes or Brand Communities -- ThinkBox: Tribal Consumers -- Tribal Consumers and Traditional Marketing Concepts -- Summary -- Research Directions -- Research Highlight: Netnography -- Case Study: The Locker Room -- Further Reading -- References -- 2. Users And Co-Creation Of Value -- Chapter Overview -- Learning Outcomes -- Control and Co-creation of Value -- Control -- Co-creation -- Experience Economy -- Co-creation Concept -- Think Box: Service or Product? -- Value -- ThinkBox: Value -- Creating Value --

Consumer Roles -- Commercial Co-creation -- ThinkBox: Co-Creation -- Anti-consumption -- Critiques of Co-creation -- ThinkBox: Criticisms -- Co-creation and Traditional Marketing -- Summary -- Research Directions -- Research Highlight: Value Co-creation in an Online Brand Community -- Case Study: Volkswagen China -- Further Reading -- References -- 3. Brand And Anthropomorphic Marketing -- Chapter Overview -- Learning Outcomes -- Anthropomorphic Marketing -- From Hard Sell to Brand Personality and Brand Relationships -- Anthropomorphism in Marketing -- Definition of Anthropomorphic Marketing -- ThinkBox: Anthropomorphic Marketing -- Persuasiveness of Anthropomorphic Marketing -- Theoretical Explanations -- ThinkBox: Peripheral vs. Central Processing -- ThinkBox: Cultivation Theory -- Anthropomorphism in Social Media -- Criticism -- Summary -- Research Directions -- Research Highlight: My Friend Bud -- Case Study: 3's Dancing Pony -- Further Reading --

References -- pt. 2. UNDERSTANDING PLATFORMS IN SOCIAL MEDIA MARKETING -- 4. Traditional Social Media Platforms -- Chapter Overview -- Learning Outcomes -- Traditional Social Media -- Early 'Social Media': BBS, Usenet, Forums -- The Creation of the 'Social Web' and Web 2.0 -- ThinkBox: Web 1.0 Thinking vs Web 2.0 Thinking -- Theoretical Underpinnings -- ThinkBox: Social Contagion -- ThinkBox: Uses and Gratifications -- Summary -- Research Directions -- Research Highlight: Facing Facebook: Impression Management Strategies in Company-Consumer Interactions -- Case Study: Curators of Sweden -- Further Reading -- References -- 5. Gaming And Hybrid Platforms -- Chapter Overview -- Learning Outcomes -- Gaming and Hybrid Platforms -- Early Video Games -- From MUD to Second Life and Virtual Worlds -- ThinkBox: Hyperreality and Virtual Worlds -- In-game Advertising and Advergaming -- ThinkBox: Advergames -- Theoretical Models -- ThinkBox: Social Cognitive Learning --

ThinkBox: L4MP and Flow -- Gamification -- ThinkBox: Gamification -- Summary -- Research Directions -- Research Highlight: Hyperreality -- Case Study: Doritos' iD3 Brand-building Game -- Further Reading -- References -- 6. Mobile And Location-Based Platforms -- Chapter Overview -- Learning Outcomes -- Mobile and Location-based Platforms -- ThinkBox: Mobile Social Media -- The Development of the Mobile Phone -- Mobile Computing -- Smart Phones -- Location-based and Other Enhanced Services -- Theoretical Considerations -- ThinkBox: Irritation vs. Usefulness -- Summary -- Research Directions -- Research Highlight: Mobile Gamification -- Case Study: American Express Sync -- Further Reading -- References -- pt. 3. UNDERSTANDING CONTENT IN SOCIAL MEDIA MARKETING -- 7. Persuasiveness -- Chapter Overview -- Learning Outcomes -- Social Media Persuasiveness -- Elaboration Likelihood Model -- Heuristic-Systematic Model -- Integrated Model of Persuasion --

ThinkBox: ELM, HSM and the Integrated Model -- Other Factors Influencing Persuasion -- Persuasion Knowledge -- Online Persuasion Theories -- Functional Triad -- 7S -- ThinkBox: Functional Triad and 7S -- Positive Factors Influencing Persuasion -- Credibility -- Perceived Similarity -- Parasocial Relationships -- Summary -- Research Directions -- Research Highlight: Brand Image -- Case Study: M&M's® Brand: Find Red Promotion -- Further Reading -- References -- 8. Engagement -- Chapter Overview -- Learning Outcomes -- Engagement -- Definition of Engagement -- ThinkBox: Defining Engagement -- Attitude--Behaviour Gap -- Timing of Social Media Engagement -- ThinkBox: Timing of Engagement -- Types of Engagement -- Emotional Engagement -- Behavioural Engagement -- Engagement Outside the Brand Sphere -- ThinkBox: Types of Engagement -- Mere Virtual Presence -- Negative Engagement and Culture Jamming -- Reactance Theory -- ThinkBox: Reactance -- Summary --

Research Directions -- Research Highlight: Engagement -- Case Study: World Humanitarian Day: I Was Here (2012) -- Further Reading -- References -- 9. Electronic Word Of Mouth (Ewom) -- Chapter Overview -- Learning Outcomes -- Word Of Mouth -- Definition of WOM -- Types of eWOM -- Associated Terminology -- ThinkBox: WOM, Viral and Buzz -- Effectiveness of WOM -- Two-Step Flow Theory -- Social Network Theory -- ThinkBox: Tie Strength -- Tie Strength -- Evaluation of Credibility of WOM Messages -- Motivators of WOM and eWOM -- ThinkBox: Motivators -- Valence and Volume -- Summary -- Research Directions -- Research Highlight: WOM and Loyalty -- Case Study: Shout Out Louds: Blue Ice -- Further Reading -- References -- pt. 4. UNDERSTANDING CONTEXT IN SOCIAL MEDIA MARKETING -- 10. Measurement, Metrics And Analytics -- Chapter Overview -- Learning Outcomes -- Measuring Social Media -- ThinkBox: Measurement Basics -- Stages of Social Media Measurement Planning --

Frequently Used Measuring Tools -- ThinkBox: Metrics -- Comparison to Traditional Websites -- Comparisons to Traditional Media -- Media Usage: Public vs. Private -- ThinkBox: Social Desirability Bias -- Message content: Information vs. Linking Value -- Summary -- Research Directions -- Research Highlight: Measurements -- Case Study: Predicting the Elections: Singapore -- Further Reading -- References -- 11. Cross-Cultural Aspects And Implications -- Chapter Overview -- Learning Outcomes -- Cross-cultural Aspects of Social Media -- Differences in SM Usage -- ThinkBox: Social Media Usage -- Cultural factors in Social Media Adoption -- ThinkBox: Agentic vs. Communal Friendship -- Reaction to Social Media -- ThinkBox: Anchoring -- Reflection of Cultural Values -- ThinkBox: Cultural Differences -- Summary -- Research Directions -- Research Highlight: Culture -- Case Study: Amnesty International: Trial By Timeline -- Further Reading -- References --

12. Privacy, Ethical And Legal Issues -- Chapter Overview -- Learning Outcomes -- Privacy, Ethical and Legal Issues -- Privacy -- ThinkBox: Social Capital -- Data Protection -- Legal and Ethical -- Legal Frameworks/Self-regulation -- ThinkBox: Regulation -- Ethical Frameworks -- Children and Games -- Alcohol Promotion -- ThinkBox: Ethical vs. Legal -- Summary -- Research Directions -- Research Highlight: Advergames -- Case Study: Snickers #SponsoredTweets -- Further Reading -- References -- 13. Afterword: Where Next For Social Media Marketing?.