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Digital and social media marketing : emerging applications and theoretical development / / edited by Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi
Digital and social media marketing : emerging applications and theoretical development / / edited by Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi
Edizione [First edition 2020.]
Pubbl/distr/stampa Cham : , : Springer International Publishing : , : Imprint : Springer, , 2020
Descrizione fisica 1 online resource (337 pages)
Disciplina 658.872
Collana Advances in Theory and Practice of Emerging Markets
Soggetto topico Information technology
Business—Data processing
Internet marketing
Globalization
Markets
IT in Business
Online Marketing/Social Media
Emerging Markets/Globalization
Màrqueting per Internet
Soggetto genere / forma Llibres electrònics
ISBN 3-030-24374-5
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto 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 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.
Record Nr. UNINA-9910367257003321
Cham : , : Springer International Publishing : , : Imprint : Springer, , 2020
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
International marketing review . Vol. 22, No. 6 International e-marketing [[electronic resource] /] / Guest editors Nitish Singh and Sandeep Krishnamurthy
International marketing review . Vol. 22, No. 6 International e-marketing [[electronic resource] /] / Guest editors Nitish Singh and Sandeep Krishnamurthy
Pubbl/distr/stampa Bradford, England, : Emerald Group Publishing, c2005
Descrizione fisica 1 online resource (112 p.)
Disciplina 658.8/72
Altri autori (Persone) KrishnamurthySandeep
SinghNitish
Soggetto topico Electronic commerce
Marketing
Soggetto genere / forma Electronic books.
ISBN 1-280-50976-7
9786610509768
1-84544-848-0
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Preliminaries; Contents; Guest editorial; International e-marketing: opportunities and issues; An analysis of the factors affecting the adoption of electronic commerce by SMEs; Mapping the mind of the mobile consumer across borders; Sustainable competitive advantage of internet firms; Effects of URLs in traditional media advertising in China; The internationalization speed of e-commerce; Note from the publisher
Record Nr. UNINA-9910450482103321
Bradford, England, : Emerald Group Publishing, c2005
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
International marketing review . Vol. 22, No. 6 International e-marketing [[electronic resource] /] / Guest editors Nitish Singh and Sandeep Krishnamurthy
International marketing review . Vol. 22, No. 6 International e-marketing [[electronic resource] /] / Guest editors Nitish Singh and Sandeep Krishnamurthy
Pubbl/distr/stampa Bradford, England, : Emerald Group Publishing, c2005
Descrizione fisica 1 online resource (112 p.)
Disciplina 658.8/72
Altri autori (Persone) KrishnamurthySandeep
SinghNitish
Soggetto topico Electronic commerce
Marketing
ISBN 1-280-50976-7
9786610509768
1-84544-848-0
Formato Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione eng
Nota di contenuto Preliminaries; Contents; Guest editorial; International e-marketing: opportunities and issues; An analysis of the factors affecting the adoption of electronic commerce by SMEs; Mapping the mind of the mobile consumer across borders; Sustainable competitive advantage of internet firms; Effects of URLs in traditional media advertising in China; The internationalization speed of e-commerce; Note from the publisher
Record Nr. UNINA-9910783555703321
Bradford, England, : Emerald Group Publishing, c2005
Materiale a stampa
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui