Social Media Marketing

The book "Social Media Marketing" offers a comprehensive analysis of the role of social media as a crucial factor in marketing. Over the past ten years, social media has established itself as a defining force that fundamentally changes communication and interaction between individuals, communities, governments, and businesses. The authors, G. Shainesh and Githa Heggde, highlight the challenges and opportunities arising from the rapid development of social media. In particular, it examines how viral, user-generated content influences consumer perceptions and how companies must adapt their marketing strategies to succeed in a dynamic environment. The book provides a systematic approach to the topic by identifying fundamental trends, concepts, and frameworks, and addressing the diverse applications of social media in marketing.