Digital and Social Media Marketing

Beschreibung

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and communication technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this as it examines the practice and research related to digital and social media marketing.
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Focuses on issues and implications of digital and social media marketing for emerging markets Highlights developing applications, theories and models being used in digital and social marketing Examines how temporal and geographical reach can empower consumers to exert influence on brands, products and services

Autor*in

Nripendra P. Rana

Themen in »Digital and Social Media Marketing«

Digital Marketing Digital Advertising Social Media Social Media Marketing Information and Communication Technology ICT E-Mail Marketing Search Engine Marketing Search Engine Advertising Search Engine Optimization SEO Electronic Word of Mouth eWom Online Advertising

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“Through this book, ‘Digital and Social Media Marketing: Emerging Applications and Theoretical Development’ readers can be awarded and informed, and can learn a number of perspectives, strategies and techniques. … If you are interested in AI, machine learning, deep learning, and smartness, this book also can provide different angles from marketing perspectives so that you can apply the techniques more broadly. I am sure that the rich information and knowledge provided by this book will bring you abundant benefits.” (Hsuan Hsu, Information Technology & Tourism, Vol. 24 (1), 2022)

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