FOUNDATIONS OF SOCIAL MEDIA MARKETING...................................

Introduction to Social Media Marketing - Tracy L. Tuten and Annmarie Hanlon................................


Strategic Directions in B2C Social Media Marketing - Karen E. Mishra and Brian J. Baldus................................


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 and James J. Kellaris................................


Consumer Ties and Social Media Consumer Culture in Social Media Networks - Duygu Akdevelioglu and Alladi Venkatesh................................


From Global Activism to Knowledge-Sharing with Colleagues: A Typology of Online Communities - Stephan Dahl and Ana Margarida Barreto................................


METHODOLOGIES AND THEORIES IN SOCIAL MEDIA MARKETING................................


Social Media Research Using Big Data Types, Techniques, and Technologies - Theo Lynn and Pierangelo Rosati................................


Analysing Digital Dialogue: Implications for Research and Practice - Sarah Glozer................................


Approaches to Emotion and Sentiment Analysis - Ana Isabel Canhoto................................


Social Contagion and Virality in Online Networks - Franco Curmi................................


Eye Tracking as a Research Method for Social Media - Ellen Roemer, Julia Thalmann, Ulya Faupel and Maike Hübner................................


II CHANNELS AND PLATFORMS IN SOCIAL MEDIA MARKETING................................


Geopolitical Overview of Social Media Platforms: From Beijing to Berlin - Sabine Baumann................................


The Social Shopping Movement in China: From TaoBao to WeChat - Wenkai Zhou................................


Social Media Data in Digital Placemaking - Brendan James Keegan and Rossano Schifanella................................


How Influencers Influence: Conceptualizing the Influencer Map for Marketing - Karen Freberg, Brian G. Smith, and Lauren Silva................................


TOOLS, TACTICS AND TECHNIQUES IN SOCIAL MEDIA MARKETING................................


Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media - Valeria Penttinen and Robert Ciuchita................................


A Typology of Brand-Related Content on Social Media - Jana Gross................................


Virtual Influencers: Antecedents and Typologizing - Jon Engström................................


Visual Communication in Social Media Marketing Natalia Maehle, Caterina Presi, and Ingeborg - A. Kleppe................................


Memes: Interactive Creative Intertextuality on Social Media - Alexander V. Laskin and Yasha A. Laskin................................


Do You Speak Emoji? The Language of Emojis - Ivana Ebel and Joatan Preis Dutra................................


MANAGEMENT AND METRICS IN SOCIAL MEDIA................................


Positive Messaging and Employee Brand Advocacy - Ann M. Torres and Aisling Keenan Gaylard................................


Firm Strategies for One-on-One Exchanges with Customers in Social Media - Kelly Hewett, Steven Hoornaert, and Matthijs Meire................................


Understanding Complaining, Service Failure Identification and Service Recovery via Social Media - Karen Jones................................


Organizational Exit Strategies on Social Media Platforms - Björn Kruse and Carsten D. Schultz................................


Social Media Metrics: From Vanity to Sanity - Karen E. Sutherland................................


A/B Testing in Social Media - Carolyn Popp Garrity................................


ETHICAL ISSUES IN SOCIAL MEDIA................................


The Reputation Economy: A Tale as Old as Time or a New Paradigm? - Laura Schrier Rifkin, Canan Corus and Colleen P. Kirk................................


Unethical Behaviour of Social Media Influencers: History, Practice and Future Research - Marina Leban................................


The Ethics of Using Social Media Influencers for Marketing Purposes - Irina Gorea and Jenna Jacobson................................


Managing Incivility in Online Brand Communities - Denitsa Dineva and Jan Breitsohl