For the first time, this benchmark handbook brings together a systematic framework and state-of-the-art thinking to provide complete coverage of the social mark

This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates cri

With coverage of the entire research process in social media, data collection and analysis on specific platforms, and innovative developments in the field, this

Bringing together the latest debates concerning the development of marketing theory, featuring original contributions from a selection of leading international

This book brings together current innovative methods and approaches to segmentation and outlines why segmentation is needed to support more effective social mar