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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: Isaias, Pedro Publisher: IGI Global ISBN: 1466624922 Category : Technology & Engineering Languages : en Pages : 497
Book Description
Centered on the impact of information and communication technology in socio-technical environments and its support of human activity systems, the study of information systems remains a distinctive focus in the area of computer science research. Information Systems Research and Exploring Social Artifacts: Approaches and Methodologies discusses the approaches and methodologies currently being used in the field on information systems. This reference source covers a wide variety of socio-technical aspects of the design of IS artifacts as well as the study of their use. This book aims to be useful for researchers, scholars and students interested in expanding their knowledge on the assortment of research on information systems.
Author: Management Association, Information Resources Publisher: IGI Global ISBN: 1466661151 Category : Art Languages : en Pages : 1693
Book Description
In todays interconnected society, media, including news, entertainment, and social networking, has increasingly shifted to an online, ubiquitous format. Artists and audiences will achieve the greatest successes by utilizing these new digital tools. Digital Arts and Entertainment: Concepts, Methodologies, Tools, and Applications examines the latest research and findings in electronic media, evaluating the staying power of this increasingly popular paradigm along with best practices for those engaged in the field. With chapters on topics ranging from an introduction to online entertainment to the latest advances in digital media, this impressive three-volume reference source will be important to researchers, practitioners, developers, and students of the digital arts.
Author: Management Association, Information Resources Publisher: IGI Global ISBN: 1668462885 Category : Computers Languages : en Pages : 2012
Book Description
Social media has become a key tool that businesses must utilize in all areas of their practices to build relationships with their customer base and promote their products. This technology is no longer optional as those who do not take advantage of the many benefits it offers continue to struggle with outdated practices. In order for businesses to flourish, further study on the advantages social media provides in the areas of marketing and developing consumer relationships is required. The Research Anthology on Social Media Advertising and Building Consumer Relationships considers best practices and strategies of utilizing social media successfully throughout various business fields to promote products, build relationships, and maintain relevancy. This book also discusses common pitfalls and challenges companies face as they attempt to create a name for themselves in the online world. Covering topics such as marketing, human aspects of business, and branding, this major reference work is crucial for managers, business owners, entrepreneurs, researchers, scholars, academicians, practitioners, instructors, and students.
Author: Lucas Barreau Publisher: Nova Science Publishers ISBN: 9781629486123 Category : Advertising Languages : en Pages : 0
Book Description
In this text, the authors present current research in the study of advertising methods and perceptions and their impact on consumer behaviour. The topics discussed include the use of tourism distribution channels for advertising a religious 'imagined community' in Arcadia, Greece; investing in culture and intercultural relations for advertising and sustainable development of the contemporary European city with the framework of international city branding; a social psychological perspective of marketing strategies appealing to the consumers' uniqueness; social media advertising and its important role in representing and influencing consumer choices; cultural characteristics and how they moderate consumer response to positive and negative feeling advertisements; and consumers and brand loyalty.
Author: Changchun Xuan Publisher: Taylor & Francis ISBN: 1000646475 Category : Business & Economics Languages : en Pages : 149
Book Description
The book aims to evaluate social media users’ attitude towards social media advertising in mainland China. By conducting a large-scale national survey in China (N = 4,172), the author systematically and comprehensively examines factors that influence social media users’ attitude towards social media advertising. Integrating the perspectives of sociology, psychology, communication and advertising, the author discusses the influencing factors from the standpoints of consumers, social media platforms, and culture, and the mechanisms among them. Moreover, this book demonstrates the heterogeneity among mainland Chinese consumers, as well as their similarities and differences from American consumers. The book appeals to scholars and postgraduate students in the fields of marketing and advertising, and those advertising practitioners who are interested in the Chinese market.
Author: Ta?k?ran, Nurdan Öncel Publisher: IGI Global ISBN: 1466681268 Category : Business & Economics Languages : en Pages : 539
Book Description
Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.
Author: Management Association, Information Resources Publisher: IGI Global ISBN: 1466686154 Category : Social Science Languages : en Pages : 2337
Book Description
In the digital era, users from around the world are constantly connected over a global network, where they have the ability to connect, share, and collaborate like never before. To make the most of this new environment, researchers and software developers must understand users’ needs and expectations. Social Media and Networking: Concepts, Methodologies, Tools, and Applications explores the burgeoning global community made possible by Web 2.0 technologies and a universal, interconnected society. With four volumes of chapters related to digital media, online engagement, and virtual environments, this multi-volume reference is an essential source for software developers, web designers, researchers, students, and IT specialists interested in the growing field of digital media and engagement. This four-volume reference includes various chapters covering topics related to Web 2.0, e-governance, social media activism, internet privacy, digital and virtual communities, e-business, customer relationship management, and more.
Author: Management Association, Information Resources Publisher: IGI Global ISBN: 1522517944 Category : Business & Economics Languages : en Pages : 1838
Book Description
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Author: Nripendra P. Rana
Author: Nripendra P. Rana
Author: Isaias, Pedro
Author: Management Association, Information Resources
Author: Management Association, Information Resources
Author: Lucas Barreau
Author: Changchun Xuan
Author: Ta?k?ran, Nurdan Öncel
Author: Management Association, Information Resources
Author: Management Association, Information Resources
Author: Iwona Lupa-Wójcik