Advertising 2.0: Social Media Marketing in a Web 2.0 World

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Author(s): Tracy L. Tuten
Publisher: Praeger
Year: 2008

Language: English
Pages: 214

Table of Contents......Page 8
Acknowledgments......Page 10
1. Advertising Online: Engaging Consumers with Web 2.0......Page 12
2. Socialcentricity and the Emergence of Social-Media Marketing......Page 30
3. Friendvertising: Advertising and Brand Building with Social Networks......Page 44
4. Advertising in the Imagination: Social Virtual Networks and the “Vlobalization” of Brands......Page 66
5. From Moments to Minutes: Advertising with Social Play......Page 86
6. Influence the Influencers: Building Brands with Social News Media......Page 100
7. Citizen Advertising: Consumer-Told Brand Folklore......Page 112
8. In My Opinion: The Social Influence of Consumer Product Reviews......Page 126
9. Social Fiction: Branding with Alternate Reality Games......Page 138
10. Ads in Play: Immersing Brands in and around Social Games......Page 152
11. Social Media Impact: Balancing Metrics and Insight for Advertising Success......Page 170
Epilogue......Page 186
B......Page 188
C......Page 189
I......Page 191
M......Page 192
R......Page 193
S......Page 194
V......Page 196
W......Page 197
Notes......Page 198
C......Page 210
G......Page 211
R......Page 212
Y......Page 213