التسويق عبر وسائل التواصل الاجتماعي.. التسويق الرقمي في عالم الشبكات

_The book ["Social Media Marketing](https://www.koganpage.com/marketing-communications/social-media-marketing-9781398623149)"_ by Zizheng Yu and Hyunsun Yun, is an ideal reference for understanding how social media influences consumer behavior and marketing strategies. This book provides undergraduate students with a comprehensive introduction to the theory and practice of social media in contemporary marketing. It is ideal for digital marketing and social media marketing modules, as it provides learners with the analytical, strategic and creative skills needed to understand and manage social media platforms as dynamic tools for communication, influence and interaction. This book links academic theory with practical application, exploring how social media is changing consumer behavior, brand relationships, and brand crises. It also addresses promotional culture, online communities, and the rise of consumer activism, offering students a critical perspective on the opportunities and pitfalls of social media interaction. International real-world examples include companies such as Fab India, Unilever, Gameshark and Gentle Monster, illustrating how different platforms are used in global markets, while new material on crisis management, consumer resistance and anti-branding reflects today's complex and rapidly evolving digital environment. Learning is enhanced through: \- Clear learning outcomes and 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 you are studying marketing, media, or communication, Social Media Marketing_ gives students the theoretical foundation and practical tools to analyse, plan, and implement effective social media strategies with impact and integrity.