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The definitive textbook for understanding how social media shapes consumer behaviour and marketing strategy.
Social Media Marketing by Zizheng Yu and Hyunsun Yoon provides undergraduate students with a comprehensive introduction to the theory and practice of social media in contemporary marketing. Ideal for modules in digital and social media marketing, it equips learners with the analytical, strategic and creative skills needed to understand and manage social media platforms as dynamic tools of communication, influence and engagement.
Bridging academic theory with real-world practice, this textbook explores how social media transforms consumer behaviour, brand relationships and brand crises. It examines promotional culture, online communities and the rise of consumer activism, offering students a critical perspective on both the opportunities and risks of social media engagement.
International real-world examples include Fabindia, Unilever, Gymshark and Gentle Monster show how different platforms are used across global markets, while new material on crisis management, consumer resistance and anti-branding reflects today's complex and fast-moving digital environment.
Learning is reinforced through:
- Learning outcomes and clear chapter objectives to guide study
- Discussion points and exercises to build confidence and critical thinking
- Online lecturer resources, including PowerPoint slides for structured teaching
Whether studying marketing, media or communication, Social Media Marketing gives students the theoretical grounding and practical tools to analyse, plan and execute effective social media strategies with impact and integrity.
List of contents
Chapter - 00: Introduction; Chapter - 01: Understanding social media: why and how to study it?; Chapter - 02: Social media platforms and users; Chapter - 03: Social media marketing and promotional culture; Chapter - 04: The game of attention grabbing; Chapter - 05: Social Media contexts; Chapter - 06: Social Media Crises; Chapter - 07: Social media and consumer resistance; Chapter - 08: Challenges and reflections: what should we do as social media users and managers?; Chapter - 09: Conclusion
About the author
Zizheng Yu is a Lecturer in Promotional Media (E&R) and Programme Director of the MA in Social Media and Digital Marketing. He has previously taught at the University of Greenwich, Cardiff University, and King's College London on a wide range of undergraduate and postgraduate subjects in the fields of advertising, PR, media and communication and digital humanities.
Before entering academia, Yu worked for one of the biggest real estate companies in China as a Senior Brand Manager; as a Journalist for Chinese Southern Daily in Foshan, and UK Chinese Journal in London. His work has been published in Social Media + Society, Chinese Journal of Communication, Journal of Broadcasting & Electronic Media, and Convergence, Media International Australia.Dr Hyunsun Yoon is a Senior Lecturer in Strategic Communication at the Department of Media, Culture and Creative Industries, City, University of London. As a Senior Fellow of the Higher Education Academy (SFHEA), she has extensive experience in teaching and researching media, advertising, and marketing communications.
Prior to joining City, Yoon taught at the University of Greenwich, University of East London and Cardiff University.
