Social Media Marketing

What it is about

You will learn the fundamentals and current topics of Social Media Marketing: from electronic word-of-mouth to endorser/influencer marketing and meme marketing and ‘Cancelling’. By the end you will be able to explain central mechanisms, categorize social media data for marketing purposes, and understand and discuss current research findings.

What you will be able to do

• Outline concepts of social media and social media marketing
• Explain the significance of electronic word-of-mouth
• Present differences between endorser and influencer marketing
• Explain mechanisms and persuasive processes of influencer marketing
• Classify newer topics such as meme marketing and Cancelling
• Overview approaches for analyzing social-media data for marketing purposes
• Read, understand and critically discuss current research

What the module consists of

• VorlesungDelivery of disciplinary content and discussion of research papers
• Studentische PräsentationenPresentation and discussion of current research papers

Teaching method

• Vorlesungsinput mit interaktiven Klassendiskussionento convey the content and to engage critically with research
• Studierendenpräsentationento foster the ability to prepare and discuss research independently