The University of Manchester (UOM) • Business Management

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This document describes steps in social advertising, its characteristics and various stakeholders that add value to the advertisement.

This document describes how social advertisements works and what is the logic behind it. It explains key phenomenon like Homophily, Small world Phenomenon and Exposure as well.

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This document describes the concept of Word-of-Mouth marketing, viral marketing and buzz marketing with other relevant theory that explains the concept.

This document describes Lecture 4 on Social Capital Applications. It describes the role of a broker in social media and social networks.

This document describes Social Capital and its types. It explains Dunbar's Number and other contradictions that arise in Social Capital.

This document describes how we can assess the value of social media. It goes through platform connectivity and describes the Toulmin's Model clearly.