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Author: Nripendra P. Rana Publisher: Springer Nature ISBN: 3030243745 Category : Business & Economics Languages : en Pages : 337
Book Description
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.
Author: Nripendra P. Rana Publisher: Springer Nature ISBN: 3030243745 Category : Business & Economics Languages : en Pages : 337
Book Description
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.
Author: Sandra Diehl Publisher: Springer Science & Business Media ISBN: 3835057022 Category : Business & Economics Languages : en Pages : 477
Book Description
The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Effects; Advertising and Information Processing; Communication and Branding; Emotional, Social and Individual Aspects of Communication; Communication and New Media; International Advertising and, finally, Perspectives on the Future of International Advertising
Author: Jan W. Wiktor Publisher: Routledge ISBN: 1000454037 Category : Business & Economics Languages : en Pages : 230
Book Description
Advertising is a company’s major form of communication with the market; it is a component of the IMC system, having a special impact on the addressee, and is a form of persuasive communication affecting consumer behaviour. Advertising may reflect information asymmetry between an advertiser and recipients. This book presents an assessment of the forms and range of consumer behaviour manipulation through information asymmetry in online advertising and explores the possible causes, forms, and effects. The work offers a new approach to the role of advertising in the digital world, especially its forms and impact strategies. The theoretical framework presented is based on issues related to online advertising, information asymmetry, and social manipulation. The book describes the ways in which these areas can be explored, and it presents the results of empirical studies. Empirical research allows for identifying companies’ moral hazard strategies and their consequences – e-consumers’ adverse selection. The research provides an empirical answer to the question: to what extent is advertising a transparent form of communication, and to what extent does it represent the world of manipulation? Based on an interdisciplinary theoretical approach, empirical studies conducted by the authors, and theoretical and managerial implication, the book encourages its readers to find their own answers. Given the interdisciplinary nature of this work, it will be of interest to scholars and researchers within the fields of marketing, media and communication, economics, psychology, sociology, and ethics.
Author: Aradhna Krishna Publisher: Routledge ISBN: 1135429952 Category : Business & Economics Languages : en Pages : 410
Book Description
What is sensory marketing and why is it interesting and also important? Krishna defines it as marketing that engages the consumers’ senses and affects their behaviors. In this edited book, the authors discuss how sensory aspects of products, i.e., the touch , taste, smell, sound, and look of the products, affect our emotions, memories, perceptions, preferences, choices, and consumption of these products. We see how creating new sensations or merely emphasizing or bringing attention to existing sensations can increase a product’s or service’s appeal. The book provides an overview of sensory marketing research that has taken place thus far. It should facilitate sensory marketing by practitioners and also can be used for research or in academic classrooms.
Author: Curtis P. Haugtvedt Publisher: Psychology Press ISBN: 1135608105 Category : Business & Economics Languages : en Pages : 685
Book Description
Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.
Author: Kunal Gaurav Publisher: GRIN Verlag ISBN: 3668552150 Category : Business & Economics Languages : en Pages : 63
Book Description
Research Paper (postgraduate) from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, , language: English, abstract: Online shopping is having very bright future. Perception towards online shopping is getting better in India. With the use of internet, consumers can shop anywhere, anything and anytime with easy and safe payment options. Consumers can do comparison shopping between products, as well as, online stores. In present scenario customers are busy that they don’t have enough chance and time to go to shopping centers and purchase the things they need, everybody likes to do online shopping. In online, Product assortment is very huge to choose, and make immediate comparison in price, quality, variety, colour and also get product based information like customer feedback. The main purpose of this paper is to determine the “Factors Influencing Consumer Perception towards Online Shopping”. The objective for this research is to know the customer perception and identify the factors which influence the online customer’s. A quantitative research design which is descriptive and exploratory in nature was selected to gain insights about customer perception towards online shopping. The questionnaire prepared by using Likert’s five-point scale ranging from (1-5) where 1 Means ‘not at all important and 5 Means ‘most important ‘.The research has taken use of closed ended questions. The data collection was done over a period of 8 weeks this was done by going directly to the respondents or through mails. A total number of respondents taken for this study are 154. The collected data is analyzed in statistical method of factor analysis in the IBM SPSS 20.0 software. The data collected on 30 variables was deducted into five factors in the software and analyzed accordingly. The survey revealed that different customers have different perception towards online shopping; most of them having a very good attitude towards online shopping but there are certain customer who still find difficulties or we can say apart from several benefits has some disadvantage in mind of customer. Customer perception keeps on changing with time to time which is to be taken in the consideration.The most important factors that can be taken into account to understand the Internet shopping (Customer Service, Convenience, Experience, Value added service and Product related information).
Author: Shari Graydon Publisher: ISBN: 9781554515608 Category : Juvenile Nonfiction Languages : en Pages : 0
Book Description
Outlines the history and purpose of advertising, discusses target audiences, the techniques advertisers use, hidden advertisements, limits on advertising, and ways to strike back at advertisers, and suggests related activities.
Author: Bob Brotherton Publisher: SAGE ISBN: 147390353X Category : Business & Economics Languages : en Pages : 297
Book Description
"This textbook will be used to support undergraduate dissertation supervision. The book clearly sets out the research philosophies, principles and practices relevant to conduct of fieldwork. A useful and informative text to aid the research design and process." - Nazia Ali, Bedfordshire University "A key text for students studying research methods or undertaking a research project in the hospitality and tourism industries." - Lisa Wyld, Westminster Kingsway College "An excellent overview of primary research itself and its application in Hospitality and Tourism." - Jane Warren, SHRM College Hospitality and tourism is the fourth biggest industry in the world. What are the key research issues in the field? What methods are particularly useful to answer questions of management, policy, strategy and general understanding? This is the first comprehensive guide to research methods and issues for students engaged in hospitality and tourism studies. Jargon-free, incisive and relevant, the book offers an uncluttered guide to key concepts and essential research techniques. It is grounded in a real world approach that concentrates upon the issues that students will encounter in their studies and work experience. It fills an enormous gap in the field providing students with the first dedicated introduction to research methods for hospitality and tourism students.
Author: Nripendra P. Rana
Author: Nripendra P. Rana
Author: Angeline Close
Author: Sandra Diehl
Author: Jan W. Wiktor
Author: Seema Gopichand Hariramani
Author: Aradhna Krishna
Author: Curtis P. Haugtvedt
Author: Kunal Gaurav
Author: Shari Graydon
Author: Bob Brotherton