{"title":"Zizheng Yu","description":"\u003cp\u003eWorks by \u003cstrong\u003eZizheng Yu\u003c\/strong\u003e delve into the dynamic world of business and entrepreneurship, with a particular emphasis on contemporary marketing strategies. Readers can explore insightful analyses and practical guides that shed light on harnessing the power of social media to grow brands and engage audiences effectively.\u003c\/p\u003e\n\n\u003cp\u003eThese books offer valuable perspectives for professionals and entrepreneurs eager to navigate digital landscapes with confidence. With a focus on innovative approaches, Zizheng Yu’s writing combines theory and application, making complex concepts accessible and actionable.\u003c\/p\u003e","products":[{"product_id":"social-media-marketing-by-zizheng-yu-9781398623149","title":"Social Media Marketing","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cstrong\u003eHow does social media influence consumer behaviour and market dynamics? This textbook provides students with the theory and practice of social media marketing and management activities to succeed in their course.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003e\u003cem\u003eSocial Media Marketing\u003c\/em\u003e offers a critical and in-depth understanding of key aspects of social media marketing that balances the key theories with real-world industry practice. It covers cutting-edge material on promotional culture and consumer activism to broaden students' understanding in this field. Supported by international real-world examples throughout, the textbook examines the use of various platforms in different contexts, how to manage social media crises, and themes of consumer resistance and anti-branding.\u003c\/p\u003e\n\n\u003cp\u003e\u003cem\u003eSocial Media Marketing\u003c\/em\u003e includes in-text learning features such as learning outcomes, 'tips from social media managers' boxes, and exercise questions. It is supported by online resources of PowerPoint slides and further student exercises.\u003c\/p\u003e\n\n\u003cp\u003eThis textbook is ideal for undergraduate students taking modules on Social Media Marketing as part of their degrees.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":47306950246636,"sku":"9781398623149","price":145.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/26685343482685.jpg?v=1771071917"},{"product_id":"social-media-marketing-by-hyunsun-yoon-9781398623163","title":"Social Media Marketing","description":"\u003cdiv class=\"book-description\"\u003e\n\u003cp\u003e\u003cstrong\u003eThe ideal textbook for understanding how social media shapes consumer behaviour and marketing strategy.\u003c\/strong\u003e\u003c\/p\u003e\n\n\u003cp\u003e\u003cem\u003eSocial Media Marketing\u003c\/em\u003e by \u003cstrong\u003eZizheng Yu\u003c\/strong\u003e and \u003cstrong\u003eHyunsun Yoon\u003c\/strong\u003e 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.\u003c\/p\u003e\n\n\u003cp\u003eBridging 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.\u003c\/p\u003e\n\n\u003cp\u003eInternational real-world examples include Fabindia, Unilever, Gymshark, and Gentle Monster, showing how different platforms are used across global markets. New material on crisis management, consumer resistance, and anti-branding reflects today’s complex and fast-moving digital environment.\u003c\/p\u003e\n\n\u003cp\u003eLearning is reinforced through:\u003c\/p\u003e\n\u003cul\u003e\n  \u003cli\u003eLearning outcomes and clear chapter objectives to guide study\u003c\/li\u003e\n  \u003cli\u003eDiscussion points and exercises to build confidence and critical thinking\u003c\/li\u003e\n  \u003cli\u003eOnline lecturer resources, including PowerPoint slides for structured teaching\u003c\/li\u003e\n\u003c\/ul\u003e\n\n\u003cp\u003eWhether studying marketing, media, or communication, \u003cem\u003eSocial Media Marketing\u003c\/em\u003e gives students the theoretical grounding and practical tools to analyse, plan, and execute effective social media strategies with impact and integrity.\u003c\/p\u003e\n\u003c\/div\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":47934215160044,"sku":"9781398623163","price":449.0,"currency_code":"NZD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/9781398623163-social-media-marketing.jpg?v=1783906843"}],"url":"https:\/\/bookhero.pro\/collections\/zizheng-yu.oembed","provider":"Book Hero","version":"1.0","type":"link"}