Social media marketing

Commercial organizations have been exploring ways of using media for marketing and advertising long before the dawn of the social media era. Built upon the framework of the “digital marketing triad,” this chapter explores how social media support marketing and business purposes through earned media, owned media, and paid media. In addition, the chapter also dives into the phenomenon of influencer marketing, aiming to dissect the key factors that explain the success of social media influencers. Legal and ethical issues of the social media marketing industry are discussed.