**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 PanelThe 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 MarketingChapter 1: The Social Media EnvironmentChapter 2: Social ConsumersChapter 3: Network Structure and Group Influences in Social MediaPart Two: Social Media Marketing Strategy and PlanningChapter 4: Social Media Marketing StrategyChapter 5: Tactical Planning and ExecutionPart Three: The Four Zones of Social MediaChapter 6: Social CommunityChapter 7: Social PublishingChapter 8: Social EntertainmentChapter 9: Social CommercePart Four: Social Media Data Management and MeasurementChapter 10: Social Media AnalyticsChapter 11: Social Media MetricsPart Five: Social Media Marketing in PracticeThe Case Zone