The Sage Handbook of Social Media Marketing

A comprehensive guide to strategies, tools, and ethical considerations in social media marketing

SLAHTT

Created by Sage Publishing Limited, Annmarie Hanlon, Tracy L. Tuten

Explore the world of social media marketing by learning key strategies, research methods, and ethical considerations. Gain practical insights into consumer behavior, influencer tactics, and how different platforms shape marketing outcomes. Build a strong foundation for navigating the evolving digital landscape.

Sage Publishing | May 2026 | 552 min

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LevelIntermediate

CategoriesTech Powered Professional, Content, Email Marketing and Automation

1Introduction to Social Media Marketing
2Strategic Directions in B2C Social Media Marketing
3Cross-Cultural Differences in Social Media Use: Implications for International Social Media Marketing Strategy
4Consumer Ties and Social Media Consumer Culture in Social Media Networks
5From Global Activism to Knowledge-sharing with Colleagues: A Typology of Online Communities
6Social Media Research Using Big Data – Types, Techniques, and Technologies
7Analysing Digital Dialogue: Implications for Research and Practice
8Approaches to Emotion and Sentiment Analysis
9Social Contagion and Virality in Online Networks
10Eye Tracking as a Research Method for Social Media
11Geopolitical Overview of Social Media Platforms: From Beijing to Berlin
12The Social Shopping Movement in China: From TaoBao to WeChat
13Social Media Data in Digital Placemaking
14How Influencers Influence: Conceptualizing the Influencer Map for Marketing
15Social Media Marketing: The Opportunities and Challenges of Paid, Owned, and Earned Media
16A Typology of Brand-Related Content on Social Media
17Virtual Influencers: Antecedents and Typologizing
18Visual Communication in Social Media Marketing
19Memes: Interactive Creative Intertextuality on Social Media
20Do You Speak Emoji? The Language of Emojis
21Positive Messaging and Employee Brand Advocacy
22Firm Strategies for One-on-One Exchanges with Customers in Social Media
23Understanding Complaining, Service Failure Identification and Service Recovery via Social Media
24Organizational Exit Strategies on Social Media Platforms
25Social Media Metrics: From Vanity to Sanity
26A/B Testing in Social Media
27The Reputation Economy: A Tale as Old as Time or a New Paradigm?
28Unethical Behaviour of Social Media Influencers: History, Practice and Future Research
29The Ethics of Using Social Media Influencers for Marketing Purposes
30Managing Incivility in Online Brand Communities

What You Will Learn

You will start with foundational marketing strategies and learn how to tailor them for different audiences and cultures. As you progress, you will dive into research methods like big data analysis and sentiment tracking. The final sections focus on practical tactics, ethical challenges, and the future direction of social media marketing.

Key Features

Master strategies for B2C marketing and adapt to cross-cultural differences
Analyze big data and sentiment to inform social media decisions
Evaluate influencer impact and use visual content to boost engagement

Target Audience

Perfect for marketing professionals, students, and researchers new to social media marketing. If you want to understand digital consumer behavior, influencer strategies, and ethical issues, this course will help you build practical skills. A basic grasp of marketing and digital media will make your experience even more rewarding.

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