This module examines the dynamic landscape of social media marketing by exploring the distinctions and interplay between paid, owned, and earned media. Learners will gain insights into platform strategies, user engagement, and the impact of advertising, influencer marketing, and consumer-generated content. By the end, participants will be equipped to assess and leverage different media types to achieve marketing objectives.

This module examines the various types of brand-related content found on social media, focusing on the roles of senders and the nature of messages. Learners will analyze how companies use storytelling and other strategies to promote brands, as well as assess the opportunities and challenges associated with different content types.

This module explores the emergence and characteristics of virtual influencers, examining their narrative techniques, marketing potential, and the evolution of digital star systems. Learners will analyze real-world examples, assess the advantages and challenges of using virtual influencers in advertising, and consider opportunities for research and practice in this rapidly evolving field.

This module explores the growing significance of visual content in social media marketing, examining both company-driven and consumer-driven visual strategies. Learners will discover best practices for platforms like Instagram, develop visual literacy skills, and learn methods for analyzing visual communication in digital contexts.

This module examines the phenomenon of internet memes, exploring their definitions, classifications, and cultural significance across various social media platforms. Learners will analyze how memes are strategically used by organizations and consider the evolving role of memes in digital communication. By the end, participants will gain insights into the creative and interactive nature of memes in online environments.

This module explores the evolution and significance of emojis in digital communication, examining their historical roots, cultural interpretations, and psychological impact. Learners will gain insights into how emojis bridge non-verbal cues in computer-mediated interactions and the challenges posed by cultural diversity.

This module explores how employee engagement and motivation influence brand perception and organizational reputation, especially through the use of social media. Learners will examine theoretical models like UTAUT to understand technology adoption and discover strategies for fostering positive employee advocacy online. Practical insights into organizational citizenship behavior and its impact on brand advocacy are also discussed.

This module explores how companies engage with customers on social media by monitoring, analyzing, and responding to user-generated content. Learners will examine research on customer complaints, firm response strategies, and methods for empirically investigating these interactions to improve relationship-building and brand outcomes.

This module explores how social media has transformed customer complaint behavior, service failure identification, and recovery strategies. Learners will examine key theories, the impact of online complaints on brand reputation, and effective approaches for managing and recovering from service failures in a digital context.

This module explores how organizations adapt and implement exit strategies from social media platforms, focusing on the impact of disengagement on brand communities and communication practices. Learners will examine case studies, analyze posting behaviors, and consider the implications of shifting digital engagement. The module also highlights current research limitations and areas for future investigation.

This module guides learners through the complexities of social media metrics, distinguishing between vanity and meaningful measures of performance. You will explore scholarly debates on ROI, learn to select relevant metrics and tools, and apply integrated frameworks like AMEC to real-world case studies. By the end, you'll be equipped to make informed decisions about social media measurement strategies.

This module introduces the principles and practical steps of A/B testing in digital marketing, focusing on how to design, implement, and interpret controlled experiments on social media platforms. Learners will explore the scientific method behind split testing, understand its strengths and limitations, and gain skills to analyze real-world marketing data for informed decision-making.

This module explores the evolution of reputation systems from historical marketplaces to modern digital platforms, highlighting their role in building trust and shaping economic and social interactions. Learners will examine how online ratings, reviews, and social credit systems influence behavior and decision-making in today's interconnected world.

This module explores the ethical challenges and questionable practices associated with social media influencers, including issues of authenticity, emotional labour, and the complexities of influencer management. Learners will gain insights into the historical context, current practices, and future research directions in influencer marketing ethics.

This module explores the strategies and ethical considerations involved in influencer marketing on social media platforms. Learners will examine disclosure requirements, compensation practices, and the roles of agencies in managing influencer campaigns. By the end, you will understand the impact of influencer marketing on consumer behavior and brand relationships.

This module explores the causes and consequences of incivility within online brand communities, examining both passive and active management strategies from marketing and IT perspectives. Learners will gain insights into how different approaches impact user well-being and brand reputation, and consider practical implications for community management.