Deepen your knowledge with carefully selected resources.

11.1: Tuten, T.L. and Solomon, M.R. (2017) Social Media Marketing. 3rd edn. London: SAGE.

Description: Easy to read textbook covering all aspects of social media marketing

 11.2: Kaplan, A.M. and Haenlein, M. (2010) ‘Users of the world, unite! The challenges and opportunities of Social Media’, Business Horizons, 53 (1), pp. 59–68. doi: 10.1016/j.bushor.2009.09.003.

Description: Seminal article concerning social media; background and frameworks

11.3: Dahl, S. (2018) Social Media Marketing, Theories and Applications. 2nd edn. London: SAGE.

Description: Possibly my favourite book on social media marketing; lots of detail, theories and frameworks

11.4: Argyris, Y.A. and Monu, K. (2015) ‘Corporate use of social media: technology affordance and external stakeholder relations’, Journal of Organizational Computing and Electronic Commerce, 25 (2), pp. 140–168. doi: 10.1080/10919392.2015.1033940.

Description: Useful article that looks at how organizations use social media

11.5: Duane, A. and O’Reilly, P. (2016) ‘A stage model of social media adoption’, Journal of Advances in Management Sciences & Information Systems, 2, pp. 77–93.

Description: Classifies organizations based on their stage of social media adoption and the resources allocated to the different elements

11.6: Vuori, V. and Jussila, J. (2016) ‘The 5C categorization of social media tools’, in AcademicMindtrek’16. Tampere, Finland: ACM. Available at: http://dl.acm.org/citation.cfm?doid=2994310.2994367

Description: Categorizes different types of social media tools