Social Media Marketing

Social Media Marketing: Theories and Applications, 3rd Edition, by Stephan Dahl, examines promotional practices through an academic framework. Published by Sage Publications Ltd (UK), the textbook evaluates online promotional strategies against marketing theory and scholarship from business and the social sciences.

The 2021 edition covers technological developments within the field, discussing artificial intelligence and virtual marketing. It also features a new chapter on influencer culture and marketing, balancing theoretical foundations with industry perspectives.

Case studies and practical examples throughout the book help students contextualize conceptual frameworks through platforms such as Instagram. The volume is prepared as an instructional text for marketing students, researchers, and practitioners.