Part 1: Foundations of Social Media
Chapter 1: Introduction to Social Media Marketing - Tracy L. Tuten & Annmarie Hanlon
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
