LEADER 06996nam 2200733 450 001 9910367257003321 005 20231106144917.0 010 $a3-030-24374-5 024 7 $a10.1007/978-3-030-24374-6 035 $a(CKB)4100000009836458 035 $a(MiAaPQ)EBC5975762 035 $a(DE-He213)978-3-030-24374-6 035 $a(PPN)253160839 035 $a(EXLCZ)994100000009836458 100 $a20191111d2020 u| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aDigital and social media marketing $eemerging applications and theoretical development /$fedited by Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi 205 $aFirst edition 2020. 210 1$aCham :$cSpringer International Publishing :$cImprint: Springer,$d2020. 215 $a1 online resource (337 pages) 225 1 $aAdvances in Theory and Practice of Emerging Markets,$x2522-5006 311 1 $a3-030-24373-7 327 $aPart 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 Hypotheses: An Example for Localization of E-Commerce Female Clothing Websites for the Russian Market -- Chapter 18. Online Product Localization: Challenges and Solutions in Global Online Marketplaces -- Chapter 19. Taste v. Values: Effective, Authentic, and Nuanced Hyperlocalization in the Digital Marketing Era -- Chapter 20. Localization strategy for business-to-business digital marketing with a focus on industrial metrology -- Chapter 21. Understanding Neuromarketing Techniques and Their Use in Localization -- Chapter 22. Emotional Connection: The Importance of the Brand Voice in Social Media for Global Growth -- Chapter 23. Attracting new students, satisfying current students, and creating fans of an educational institution. 330 $aThis book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and communication technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this as it examines the practice and research related to digital and social media marketing. 410 0$aAdvances in Theory and Practice of Emerging Markets,$x2522-5006 606 $aInformation technology 606 $aBusiness?Data processing 606 $aInternet marketing 606 $aGlobalization 606 $aMarkets 606 $aIT in Business$3https://scigraph.springernature.com/ontologies/product-market-codes/522000 606 $aOnline Marketing/Social Media$3https://scigraph.springernature.com/ontologies/product-market-codes/513010 606 $aEmerging Markets/Globalization$3https://scigraph.springernature.com/ontologies/product-market-codes/525010 606 $aMàrqueting per Internet$2thub 608 $aLlibres electrònics$2thub 615 0$aInformation technology. 615 0$aBusiness?Data processing. 615 0$aInternet marketing. 615 0$aGlobalization. 615 0$aMarkets. 615 14$aIT in Business. 615 24$aOnline Marketing/Social Media. 615 24$aEmerging Markets/Globalization. 615 7$aMàrqueting per Internet 676 $a658.872 702 $aRana$b Nripendra P$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aSlade$b Emma L$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aSahu$b Ganesh P$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aKizgin$b Hatice$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aSingh$b Nitish$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aDey$b Bidit$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aGutierrez$b Anabel$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aDwivedi$b Yogesh Kumar$4edt$4http://id.loc.gov/vocabulary/relators/edt 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910367257003321 996 $aDigital and social media marketing$91965920 997 $aUNINA