The SAGE Handbook of Social Media Marketing

Dr Annmarie Hanlon is a Chartered Marketer and an Associate Professor in Digital and AI Marketing at UCL in the Global Business School for Health. Previously she was the Course Director of MSc Marketing and Leadership at Cranfield University. She is an experienced academic with a strong teaching portfolio in digital marketing. She has proficiency in shaping the curriculum, from module specification to programme validation.Before joining academia, she worked in consultancy for 25 years. As an early adopter of technology and ‘online marketing’ she has led digital strategy and planning projects across Europe, in sectors including healthcare and IT, legal and financial, software and manufacturing. She 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 application of health services, systems and apps that are related to digital marketing, AI marketing and technology.Annmarie′s Sage textbooks include Digital Marketing: Strategy, Planning & Disruption, Digital Business: Strategy, Management & Transformation and The Digital Marketing Planner. She is co-editor of The SAGE Handbook of Digital Marketing, and The SAGE Handbook of Social Media Marketing.  Dr. Tracy L. Tuten is a Vice President of Research at Illuminas, where she consults with the world’s leading technology brands. A globally recognized authority in marketing strategy and market research, Dr. Tuten brings decades of experience as an educator, researcher, and consultant to her work. Her academic background includes a Ph.D. in Marketing, and she has served as a two-time Fulbright Scholar, sharing her expertise at universities in Korea and Argentina. Dr. Tuten’s research has been published in leading journals, including Psychology & Marketing, the Journal of Business Research, and Industrial Marketing Management. She is the author of several acclaimed books, including the award-winning textbook Social Media Marketing (now in its 5th edition), recognized with the Textbook Excellence Award by the Textbook & Academic Authors Association. Her portfolio also includes Advertisers at Work, a collection of interviews with luminaries in the advertising industry, and pioneering texts on digital advertising and e-commerce. As a consultant, Dr. Tuten has advised leading global brands such as Samsung, Adobe, Dell Technologies, and the New York Times, offering expertise in areas such as branding, consumer behavior, and digital marketing strategy. She remains active in the academic community by teaching at Champlain College, where she continues to share her knowledge and inspire future marketing professionals. Her numerous accolades include the O’Hare Leadership Award in Direct and Interactive Marketing Education, as well as recognition as a Social Media Master by Ad:Tech. Dr. Tuten’s unique blend of academic rigor and practical expertise ensures her contributions remain invaluable in shaping the next generation of marketers. Follow her updates on X: @brandacity

• Part 1: Foundations of Social MediaChapter 1: Introduction to Social Media Marketing - Tracy L. Tuten & Annmarie HanlonChapter 2: Strategic Directions in B2C Social Media Marketing - Karen E. Mishra & Brian J. BaldusChapter 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. KellarisChapter 4: Consumer Ties and Social Media Consumer Culture in Social Media Networks - Duygu Akdevelioglu & Alladi VenkateshChapter 5: From Global Action to Knowledge-sharing with your Colleagues: A Typology of Online Communities - Stephan Dahl & Ana Margarida BarretoPart 2: Methodologies and Theories in Social MediaChapter 6: Social Media Research Using Big Data - Types, Techniques, and Technologies - Theo Lynn & Pierangelo RosatiChapter 7: Analysing Digital Dialogue: Implications for Research and Practice - Sarah GlozerChapter 8: Approaches to Emotion and Sentiment Analysis - Ana Isabel CanhotoChapter 9: Social Contagion in Online Networks and Virality - Franco CurmiChapter 10: Eye Tracking Research Methodology for Social Media - Ellen RoemerPart 3: Channels and Platforms in Social MediaChapter 11: Geopolitical Overview of Social Media Platforms - From Beijing to Berlin - Sabine BaumannChapter 12: The Social Shopping Movement in China from TaoBao to WeChat - Wenkai ZhouChapter 13: Social Media Data in Placemaking - Brendan James Keegan & Rossano SchifanellaChapter 14: How Influencers Influence: Conceptualizing the Influencer Map for Marketing - Karen Freberg, Brian G. Smith, & Lauren SilvaPart 4: Tools, Tactics and Techniques in Social MediaChapter 15: Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media - Valeria Penttinen & Robert CiuchitaChapter 16: A Typology of Brand-Related Content on Social Media - Jana GrossChapter 17: Virtual Influencers: Antecedents and Typologizing - Jon EngströmChapter 18: Visual Communication in Social Media Marketing - Natalia Maehle, Caterina Presi, & Ingeborg A. KleppeChapter 19: Memes: Interactive Creative Intertextuality on Social Media - Alexander Laskin & Yasha A. LaskinChapter 20: Do You Speak Emoji? The Language of Emojis - Ivana Ebel & Joatan Preis DutraPart 5: Management and Metrics in Social MediaChapter 21: Firm Strategies for One-on-One Exchanges with Customers in Social Media - Kelly Hewett, Steven Hoornaert, & Matthijs MeireChapter 22: Positive Messaging and Employee Brand Advocacy - Ann M. Torres & Aisling Keenan GaylardChapter 23: Understanding Complaining, Service Failure Identification and Service Recovery via Social Media - Karen JonesChapter 24: Organizational Exit Strategies on Social Media Platforms - Carsten Dirk Schultz & Björn KruseChapter 25: Social Media Metrics from Vanity to Sanity - Karen SutherlandPart 6: Ethical Issues in Social MediaChapter 26: A/B Testing in Social Media - Carolyn Popp GarrityChapter 27: The Reputation Economy: A Tale as Old as Time or a New Paradigm? - Laura S. Rifkin, Canan Corus, & Colleen P. KirkChapter 28: Unethical Behaviour of Social Media Influencers: History, Practice and Future Research - Marina LebanChapter 29: The Ethics of Using Social Media Influencers for Marketing Purposes - Irina Gorea & Jenna JacobsonChapter 30: Managing Uncivil Interactions in Online Brand Communities - Denitsa Dineva