Previous edition: 2021

Includes bibliographical references and index.

Covering the social media content that students - and their future employers - need to have, this social media marketing textbook focuses on showing students how social media fits into the marketer's toolbox. The original, bestselling, and award-winning textbook on social media marketing, featuring all the essential topics, concepts, research, and practical application for study and career success. Now thoroughly updated in this fifth edition to reflect the latest developments in social media marketing research and practice, and with new case studies and examples, including brands such as Apple, Cadbury, LUSH Cosmetics and Zoom. A must-read for all students and practitioners of social media marketing. Tracy L. Tuten is a professor of marketing atSofiaUniversity, USA