Contemporary Issues in Digital Marketing

doi:10.4324/9781003093909

publishedVersion

Katso/Avaa

2.0 Mb

Lataukset:

Show download details Hide download details

Niininen, O. (Ed.). (2022). Contemporary Issues in Digital Marketing. Routledge. https://doi.org/10.4324/9781003093909

Toimittajat

Niininen, Outi

Päivämäärä

2022

Oppiaine

Digital marketing and Communication Markkinointi Digitaalinen liiketoiminta ja talous (painoala)Basic or discovery scholarship Digital marketing and Communication Marketing Digital Business and Economy (focus area)Basic or discovery scholarship

Tekijänoikeudet

This book presents a comprehensive overview of the key topics, best practices, future opportunities and challenges in the Digital Marketing discourse. With contributions from world-renowned experts, the book covers: • Big Data, Artificial Intelligence and Analytics in Digital Marketing • Emerging technologies and how they can enhance User Experience • How ‘digital’ is changing servicescapes • Issues surrounding ethics and privacy • Current and future issues surrounding Social Media • Key considerations for the future of Digital Marketing • Case studies and examples from real-life organisations Unique in its rigorous, research-driven and accessible approach to the subject of Digital Marketing, this text is valuable supplementary reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Customer Experience Management, Digital Analytics and Digital Transformation.

Julkaisija

Routledge

ISBN

978-0-367-55533-7

Lisenssi

Ellei muuten mainita, aineiston lisenssi on CC BY-NC-ND 4.0

Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.

Inbound marketing : practical aspects of promoting goods and services in e-commerce

Baranchenko, Yevhen; Aksom, Herman; Zhylinska, Oksana; Firsova, Svitlana; Datskova, Daryna (Sumy State University, 2019)

This paper summarizes the features of the functioning of e-commerce in Ukraine. It has been proven that the activity of e-shops as important subjects of the e-commerce market is under-regulated. This leads to consumer ...
The Antecedents of Advertisement Scepticism and Its Effects on the User Experience of Social Influence Features in the Context of Online Shopping

Makkonen, Markus; Sell, Anna; Walden, Pirkko; Frank, Lauri; Nevala, Emma (University of Hawaiʻi at Mānoa, 2024)

Modern online advertising often employs different kinds of social influence features, which are likely to be experienced differently by different users, such as individuals with different levels of advertisement (ad) ...
Setting the future of digital and social media marketing research : perspectives and research propositions

Dwivedi, Yogesh K.; Ismagilova, Elvira; Hughes, D. Laurie; Carlson, Jamie; Filieri, Raffaele; Jacobson, Jenna; Jain, Varsha; Karjaluoto, Heikki; Kefi, Hajer; Krishen, Anjala S.; Kumar, Vikram; Rahman, Mohammad M.; Raman, Ramakrishnan; Rauschnabel, Philipp A.; Rowley, Jennifer; Salo, Jari; Tran, Gina A.; Wang, Yichuan (Elsevier, 2021)

The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower ...
Reinforcement of brand relationships in an omnichannel environment : a qualitative study on clothing shopping

Paananen, Tiina; Kemppainen, Tiina; Frank, Lauri; Holkkola, Matilda; Mali, Eveliina (Association for Information Systems, 2022)

Today’s brands operate in an omnichannel environment consisting of different online and offline channels where the brand can be experienced. This qualitative study investigates brand relationship reinforcement in the ...
Digital content marketing on social media along the B2B customer journey : The effect of timely content delivery on customer engagement

Salonen, Anna; Mero, Joel; Munnukka, Juha; Zimmer, Marcus; Karjaluoto, Heikki (Elsevier, 2024)

This study demonstrates the importance of content timeliness as a driver of engagement in business markets. Through an experimental approach, we show that if the customer is exposed to firm-generated content that he or she ...