The SAGE Handbook of Digital & Social Media Marketing

Digital and social media marketing have been defining and transformative topics in marketing research and practice in the early 21st century. These two Handbooks provide a digital and social media marketing journey that flows from methods and methodologies. Each volume investigates the overarching factors within these domains in a logical order, captured in one place for those seeking to research and learn more about these areas.

This two-volume set is the first dedicated scholarly collection to consolidate the research, theorising, industry practices and future implications. It brings together the critical factors in digital and 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 digital and social media marketing.

Volume 1: The SAGE Handbook of Digital Marketing

Part 1: Foundations of Digital Marketing

Part 2: Methodologies and Theories in Digital Marketing

Part 3: Channels and Platforms in Digital Marketing

Part 4: Tools, Tactics and Techniques in Digital Marketing

Part 5: Management and Metrics in Digital Marketing

Part 6: Ethical Issues in Digital Marketing

Volume 2: The SAGE Handbook of Social Media Marketing

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