Zizheng Yu – författare

The ideal textbook for understanding how social media shapes consumer behaviour and marketing strategy.Social Media Marketing by Zizheng Yu and Hyunsun Yoon provides undergraduate students with a comprehensive introduction to the theory and practice of social media in contemporary marketing. Ideal for modules in digital and social media marketing, it equips learners with the analytical, strategic and creative skills needed to understand and manage social media platforms as dynamic tools of communication, influence and engagement.Bridging academic theory with real-world practice, this textbook explores how social media transforms consumer behaviour, brand relationships and brand crises. It examines promotional culture, online communities and the rise of consumer activism, offering students a critical perspective on both the opportunities and risks of social media engagement. International real-world examples include Fabindia, Unilever, Gymshark and Gentle Monster show how different platforms are used across global markets, while new material on crisis management, consumer resistance and anti-branding reflects todays complex and fast-moving digital environment.Learning is reinforced through: - Learning outcomes and clear chapter objectives to guide study- Discussion points and exercises to build confidence and critical thinking- Online lecturer resources, including PowerPoint slides for structured teachingWhether studying marketing, media or communication, Social Media Marketing gives students the theoretical grounding and practical tools to analyse, plan and execute effective social media strategies with impact and integrity.

This book investigates the origins, dynamics and impacts of the different nuances of contemporary short video activism tactics, by merging theories from social movement studies and communication studies including grievances theories, a renewed understanding of the concept of repertoires of contention and a critical media practice approach. It situates this phenomenon in the long durée of consumer activism in both the Global North and the South and demonstrates how short video activism constitutes a vibrant new phase in the historical evolution of activism in the Chinese socio-political context. It will be of interest to students and scholars of social activism, social movement studies, consumer culture studies and media practice.