Stephan Dahl is Adjunct Associate Professor at Charles Darwin University and James Cook University in Australia. Born in Germany, he worked in media, marketing and PR both for non-profit and commercial companies in the UK, Belgium, Germany and Spain before joining academia.His research interests include social marketing, ethics in marketing and online/social media marketing and he publishes widely in national and international journals, as well as being the author or co-author of several books on social marketing, marketing communications and ethics in marketing. He currently serves on the editorial board of the International Journal of Advertising Research and the Journal of Consumer Affairs. His research has recently been featured in the UK on Channel 4’s Dispatches programme, and BBC’s Newsnight and Look East.He is also the co-author of Marketing Ethics & Society (SAGE, 2015) and co-editor of the Handbook of Marketing Ethics (SAGE, 2021).

This textbook has been written from the academic and professional perspectives of social marketing. It explored new concepts, terminologies and strategic formulations required in the emerging field of social marketing. It seeks to provide comprehensive knowledge as well as offer practical insight in the subject area. This textbook is recommended to students, academics and professionals, desiring to secure expertise social marketing.

• Part 1: Understanding Actors in Social Media MarketingChapter 1: Consumer Tribes and CommunitiesChapter 2: Users and Co-Creation Of ValueChapter 3: Brand and Anthropomorphic MarketingChapter 4: Influencer MarketingPart 2: Understanding Platforms in Social Media MarketingChapter 5: Traditional Social Media PlatformsChapter 6: Gaming and Hybrid PlatformsChapter 7: Mobile and Location-Based PlatformsPart 3: Understanding Content in Social Media MarketingChapter 8: PersuasivenessChapter 9: EngagementChapter 10: Electronic Word of Mouth (EWOM)Part 4: Understanding Context in Social Media MarketingChapter 11: Measurement, Metrics and AnalyticsChapter 12: Cross-Cultural Aspects and ImplicationsChapter 13: Privacy, Ethical and Legal IssuesChapter 14: Afterword