If you are comparing this to the 2017 edition, the updates are substantial. The 2020 text directly addresses the "Post-Truth Era" and the "TikTokification" of the internet.
Solomon’s background in consumer behavior is evident in the discussion of why people share and engage. Key concepts include:
For the student studying for a marketing exam, the consultant building a pitch deck, or the brand manager trying to justify ROI to a CFO, published by Sage Publications remains a gold standard. If you are comparing this to the 2017
Earlier editions treated influencers as celebrities. The 2020 edition distinguishes between:
: How social media marketing fits into the overall marketing mix. Key concepts include: For the student studying for
: Encompasses opportunities for play and enjoyment, such as social games (e.g., Candy Crush ), music, and art.
Tuten & Solomon emphasize:
: The role of influencers and community engagement in social media marketing.