Lavoisier S.A.S.
14 rue de Provigny
94236 Cachan cedex
FRANCE

Heures d'ouverture 08h30-12h30/13h30-17h30
Tél.: +33 (0)1 47 40 67 00
Fax: +33 (0)1 47 40 67 02


Url canonique : www.lavoisier.fr/livre/autre/digital-and-social-media-marketing/descriptif_4255317
Url courte ou permalien : www.lavoisier.fr/livre/notice.asp?ouvrage=4255317

0 article 

 Frais de port 0,01€*

Exclusivité web : à partir de 35 euros d’achat, frais de port à 1 centime pour les expéditions vers la France métropolitaine, la Suisse et l’UE avec Colissimo ou GLS

Digital and Social Media Marketing, 1st ed. 2020 Emerging Applications and Theoretical Development Advances in Theory and Practice of Emerging Markets Series

Langue : Anglais
Couverture de l’ouvrage Digital and Social Media Marketing
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.

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.


Nripendra P. Rana is a Professor in Digital Marketing and the Head of International Business, Marketing & Branding (IBMB) Research Centre at the School of Management, University of Bradford, UK. His current research interests focus primarily upon adoption of emerging and cutting-edge technology, such as e-government, m-government, e-commerce, m-commerce systems and digital and social media marketing. He is an Associate Editor for International Journal of Information Management and Global Journal of Flexible Systems Management. Professor Rana is also a Senior Fellow of the Higher Education Academy (SFHEA).

Emma L. Slade is a Lecturer in Marketing at the School of Management, University of Bristol, UK. Emma’s research and teaching interests revolve around digital technologies and consumer behaviour. Emma was also Programme Co-Chair of the 15th IFIP I3E Conference on ‘Social Media: The Good, the Bad, and the Ugly’ and has co-edited several journal special issues.

Ganesh Prasad Sahu is a Professor and Head of the School of Management Studies at Motilal Nehru National Institute of Technology Allahabad, Pryagraj, India. His research interests are in the areas of MIS, E-governance, Green Information Systems, and related areas.

Hatice Kizgin is a Senior Lecturer in Marketing and REF environment Deputy Lead at Swansea University, UK. Her research has investigated immigrants’ consumer behaviour and their acculturation trends. Her special research interest is into the non- Western communities with a strong positivist approach to research.

Nitish Singh is a Professor of International Business at the Boeing Institute of International Business, Saint Louis University. His research interests span the areas of global e-commerce, localization, cross-cultural consumer behavior, sustainability and ethics.

Focuses on issues and implications of digital and social media marketing for emerging markets Highlights developing applications, theories and models being used in digital and social marketing Examines how temporal and geographical reach can empower consumers to exert influence on brands, products and services

Date de parution :

Ouvrage de 339 p.

15.5x23.5 cm

Disponible chez l'éditeur (délai d'approvisionnement : 15 jours).

210,99 €

Ajouter au panier

Date de parution :

Ouvrage de 339 p.

15.5x23.5 cm

Disponible chez l'éditeur (délai d'approvisionnement : 15 jours).

Prix indicatif 189,89 €

Ajouter au panier