Social media marketing has become indispensable for marketers who utilize social media to achieve marketing objectives ranging from customer care to advertising to commerce. This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales. This Handbook brings together the critical factors in social media marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring the area.

Part 1: Foundations of Social Media Marketing

Part 2: Methodologies and Theories in Social Media

Part 3: Channels and Platforms in Social Media

Part 4: Tools, Tactics, and Techniques in Social Media Marketing

Part 5: Management and Metrics in Social Media

Part 6: Ethical Issues in Social Media