Social Marketing and Advertising in the Age of Social Media

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Social Marketing and Advertising in the Age of Social Media
Authors: Lukas Parker
Year: 2020
Publisher: Edward Elgar Publishing
Language: english
ISBN 13: 9781786434678
ISBN 7131786434679
Categorie: Sales and Marketing
Pages: 176
Edition:

Availability: 5000 in stock

SKU: 9781786434678 Category:

Social Marketing and Advertising in the Age of Social Media Lukas Parker, Linda Brennan

Reviewing and analysing the most relevant concepts, theories and strategies related to the field, this timely book reveals what makes for strong social marketing and social advertising campaigns. With a comprehensive understanding of social advertising models and their applications, chapters present original case studies and scenarios from international researchers to illustrate strategies and concepts in practice. Exploring the mechanics of social media, contributors highlight what makes a successful campaign. They evaluate the use and impact of emotions in social power, exploring the power of storytelling, whilst weighing ethical implications. The book covers important and upcoming areas of interest in the field including the rise of social media influencers, the use of memes, the functionality of social media, and the use of fear, guilt and shame in communications campaigns as well as positive emotions. This book will assist marketing academics and practitioners in the development of successful campaigns as it highlights not only what these campaigns look like, but also why they achieve success. It will also prove an excellent guide for government organizations and public policy makers interested in using social marketing for health promotion and social change.
Categories:
Business & Economics – Sales & Marketing
Year:
2020
Publisher:
Edward Elgar Publishing
Language:
english
Pages:
176
ISBN 10:
1786434679
ISBN 13:
9781786434678
Series:
New Horizons in Marketing series
File:
31 MB

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