The SAGE Handbook of Digital & Social Media Marketing

Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations. Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results. As an early adopter, working in ‘online marketing’ since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice. Annmarie’s SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner. Follow her updates on Twitter @AnnmarieHanlon Tracy L. Tuten is a professor of marketing at Sofia University, USA and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field. Dr. Tuten’s publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She’s been recognized with teaching awards at her respective institutions and with national awards, such as the O’Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers. Follow her updates on Twitter @brandacity 

Volume 1
Part 1: Foundations of Digital Marketing
Chapter 1: Introduction - Annmarie Hanlon
Chapter 2: Customer Journey as Participatory Service Ecosystem - Julia Wolny
Chapter 3: Experiential Marketing in a Digital Era - Ann Torres & Áine Doherty
Chapter 4: Marketing Automation: A Design Perspective - Declan Scully
Chapter 5: Big Data Marketing: Context and Affordances - Leon Michael Caesarius & Jukka Hoehenthal
Part 2: Methodologies and Theories in Digital Marketing
Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research - Daiane Scaraboto & Marcia Christina Ferreira
Chapter 7: The Technology Acceptance Model: Antecedents and Consequences - Vasilis Theoharakis & Nikos Mylonopoulos
Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing - Paolo Franco
Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours - Hongfei Liu, Ahmed Shaalan, & Chanaka Jayawardhena
Chapter 10: Qualitative Insights for Digital Marketing - Marica Christina Ferreira & Daiane Scaraboto
Part 3: Channels and Platforms in Digital Marketing
Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy - Alanah Malkani
Chapter 12: Price Comparison Websites - Desmond Laffey
Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics - Aras Alkis
Chapter 14: The Relationship Between Ecommerce and Social Commerce: Subset, Evolution, or New Paradigm? - Bairbre Brennan
Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales - Lara Stocchi
Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality - Sereikhuoch Eng
Part 4: Tools, Tactics and Techniques in Digital Marketing
Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies - Nadia Steils & Salwa Hanine
Chapter 18: Digital Content Marketing - Inna Piven
Chapter 19: Programmatic Advertising - Ramaprasad M. Unni
Chapter 20: The Role of Push Notifications - Diana Gavilan
Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age - Ahmed Shaalan, Marwa E. Tourky, & Khaled Ibrahim
Chapter 22: Voice Marketing - Alice Zoghaib
Part 5: Management and Metrics in Digital Marketing
Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing - Jeremy Harris Lipschultz
Chapter 24: Key Factors in Online Community Management - David W. Peck
Chapter 25: Love, Hate and Everything in Between: Online Complainants′ Emotions During Service Recovery Episodes - Wolfgang Weitzl
Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda - Sarah Turnbull
Part 6: Ethical Issues in Digital Marketing
Chapter 27: Research Ethics in Digital and Social Media Marketing Research - Sarah Quinton & Nina Reynolds
Chapter 28: Managing the Message, from Fake News to Filter Bubbles - David Lynn Painter & Raghabendra Pratap KC
Chapter 29: Brandjacking in Paid Search: An Unresolved Problem - Peter O′Connor
Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy - Sven Tuzovic
Chapter 31: Privacy Regulation in the Age of Artificial Intelligence - Christelle Aubert-Hassouni & Julen Cloarec
Volume 2
Part 1: Foundations of Social Media
Chapter 1: Introduction - Tracy L. Tuten
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 Engström
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 & Björn 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