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Social Media Marketing

Social Media Marketing

Third Edition
Additional resources:

June 2020 | 448 pages | SAGE South Asia

Students of MBA and  PGDM courses would be the primary target audience for this textbook. It will also be useful to attendees of Executive and Management Development Programs.

Social Media Marketing blends essential theory with practical application and covers core skills such as strategic planning for social media applications, incorporating these platforms into the brand’s marketing communications, and harnessing social media data to yield consumer insights. This textbook outlines the “four zones” of social media—community, publishing, entertainment, and commerce—which marketers can use as a part of the strategic planning processes to achieve their core objectives.

The new edition has been extensively updated and expanded to include a new chapter on tactical planning and execution, and covers the latest research within social media marketing. It also incorporates new case studies and examples, including Facebook, Instagram, Twitter, and Snapchat; and discusses these in relation to globally recognized brands. This adaptation integrates India-specific examples, cases, and data to make the content suitable for the students of South Asia.

Key Features:

•           Comprehensive, strategic, well-organized, and result-oriented coverage of social media

•           Integrates latest examples and research data from India and the rest of the world in a reader-friendly layout

•           New case studies on Indian brands—Patanjali, Saffola, Durex, and Uber (India)

•           Robust companion website offering additional case studies, instructor resources, test bank, and suggested video links



Preface to the Indian Edition
Online Resources
PART I Foundations of Social Media Marketing
The Social Media Environment
Social Consumers
Network Structure and Group Influences in Social Media
PART II Social Media Marketing Strategy and Planning
Social Media Marketing Strategy
Tactical Planning and Execution
PART III The Four Zones of Social Media
Social Community
Social Publishing
Social Entertainment
Social Commerce
PART IV Social Media Data Management and Measurement
Social Media Analytics
Social Media Metrics
PART V Social Media Marketing in Practice
Case Zone—10 Case Studies
Sample Social Media Marketing Plan

It's a better-written book compared to other social media marketing /digital marketing books.

Dr Janardan Krishna Yadav
Jindal Global Business School, O P Jindal Global University
February 2, 2021

Tracy L. Tuten

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... More About Author

Michael R. Solomon

Michael R. Solomon, Ph.D., is the Dirk Warren '50 Sesquicentennial Chair and Professor of Marketing in the Haub School of Business at Saint Joseph’s University in Philadelphia, U.S.A. Professor Solomon’s primary research interests include consumer behavior and lifestyle issues, branding strategy, the psychology of fashion, and marketing applications of virtual worlds and other new media. Professor Solomon is frequently quoted in magazines and newspapers, including Newsweek, The New York Times, and The Wall Street Journal, and he is a Contributor at He has served as a consultant to... More About Author

Adapted by: Bikramjit Rishi

Bikramjit Rishi holds post doctorate (funded by European Union), PhD, and MBA. He has more than 18 years of professional experience, and is currently an associate professor (marketing) at Institute of Management Technology (IMT), Ghaziabad, India. His areas of research are marketing orientation, shopping behavior (online/offline), digital marketing, social media marketing, and marketing of higher education. His major focus in research is on both quantitative and qualitative methods. Apart from teaching, research, and training, he has also served in editorial advisory positions, conference advisory committees and made a significant... More About Author

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ISBN: 9789353883485