rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Digital and Social Media Marketing
    sub title: Emerging Applications and Theoretical Development
  name:
    name part: Rana, Nripendra P.
    role:
      role term: editor.
    role:
      role term: edt
    role:
      role term: http://id.loc.gov/vocabulary/relators/edt
  name:
    name part: Slade, Emma L.
    role:
      role term: editor.
    role:
      role term: edt
    role:
      role term: http://id.loc.gov/vocabulary/relators/edt
  name:
    name part: Sahu, Ganesh P.
    role:
      role term: editor.
    role:
      role term: edt
    role:
      role term: http://id.loc.gov/vocabulary/relators/edt
  name:
    name part: Kizgin, Hatice.
    role:
      role term: editor.
    role:
      role term: edt
    role:
      role term: http://id.loc.gov/vocabulary/relators/edt
  name:
    name part: Singh, Nitish.
    role:
      role term: editor.
    role:
      role term: edt
    role:
      role term: http://id.loc.gov/vocabulary/relators/edt
  name:
    name part: Dey, Bidit.
    role:
      role term: editor.
    role:
      role term: edt
    role:
      role term: http://id.loc.gov/vocabulary/relators/edt
  name:
    name part: Gutierrez, Anabel.
    role:
      role term: editor.
    role:
      role term: edt
    role:
      role term: http://id.loc.gov/vocabulary/relators/edt
  name:
    name part: Dwivedi, Yogesh K.
    role:
      role term: editor.
    role:
      role term: edt
    role:
      role term: http://id.loc.gov/vocabulary/relators/edt
  name:
    name part: SpringerLink (Online service)
  type of resource: text
  genre: Electronic books.
  origin info:
    place:
      place term: sz
    date issued: 2020
    edition: 1st ed. 2020.
    issuance: monographic
  language:
    language term: eng
  physical description:
    reformatting quality: access
    form: remote
    extent: 1 online resource (XV, 339 pages 43 illustrations, 36 illustrations in color.)
  abstract: 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.
  table of contents: Part I: Social Media Marketing -- Chapter 1. Return on investment in social media marketing: Literature review and suggestions for future research -- Chapter 2. The Effect of Fashion e-Blogs on Women's Intention to Use -- Chapter 3. Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-Creation: A Theoretical Analysis -- Chapter 4. Exploring the Demographic Differences on Customers' Adoption of Social Commerce in Saudi Arabia -- Chapter 5. Developing a Research Instrument to study the impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping -- Chapter 6. Materialism Effect on Apparel Communitive Consumption Platform Usage: A Research Proposal -- Part II: Social Media Analytics -- Chapter 7. Persona Classification of Celebrity Twitter Users -- Chapter 8. Comparing SERVQUAL for Transportation Services in the Sharing Economy for Emerging Markets Insights from Twitter Analytics -- Part III: Emerging Technology and Digital Marketing -- Chapter 9. Using AI to personalise emotionally appealing advertisement -- Chapter 10. The importance of App Store Optimization (ASO) for hospitality applications -- Chapter 11. Psychological analytics based technology adoption model for effective educational marketing -- Chapter 12. Smart cities and Marketing: the female-relational-orientation -- Chapter 13. Examining the underlying attitudinal components driving technology adoption, adaptation behaviour and outcome in entirety -- Part IV: Digital Marketing: Case Studies and Practitioner Experiences -- Chapter 14. Considerations on Global Social Media Marketing -- Chapter 15. Multi-channel digital marketing strategy in an emerging economy: The case of Flintobox in India -- Chapter 16. Corporations Taking Political Stands on Social Media: Risks, Benefits, and Potential for the Creation of Social Value -- Chapter 17. Using Layout Review and Messaging Analysis to Form Localization Hyp…
  note: edited by Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi.
  subject:
    topic: Information technology
  subject:
    topic: Business-Data processing
  subject:
    topic: Internet marketing
  subject:
    topic: Globalization
  subject:
    topic: Markets
  subject:
    topic: IT in Business
  subject:
    topic: Online Marketing/Social Media
  subject:
    topic: Emerging Markets/Globalization
  classification: HF54.5-54.56
  classification: 650
  classification: 658.05
  related item:
    title info:
      title: Springer Nature eBook
  related item:
    title info:
      title: Advances in Theory and Practice of Emerging Markets
  identifier: 9783030243746
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record creation date: 191111
    record change date: 20240805183648.0
    record identifier: in00004393245