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.

Auteur
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. Bidit L. Dey is a Senior Lecturer in marketing and MBA Director at Brunel Business School, Brunel University London. His research interest revolves around the adoption and use of technologies at the bottom of the economic pyramid and acculturation of ethnic communities in multicultural environments. He is also a member of the British Association for South Asian Studies (BASAS), Academy of Marketing (AM), British Academy of Management (BAM) and Chartered Institute of Marketing (CIM) and the Co-Chair of the Qualitative Inquiry SIG at the Academy of Marketing.

Anabel Gutierrez is a Senior Lecturer in Digital Marketing at the University of Kent with over 25 years of academic experience which she has balanced with industrial practice gained from consultancy work in IT projects for both private and public sectors. Her research interest areas are in innovation and adoption of emerging technologies for the digital economy with particular interest on data privacy concerns, the use of data to understand consumer behaviour and how to improve data-driven decision making. Currently, she is a member of the SAS UK & Ireland Academic Advisory Board.

Yogesh K. Dwivedi is a Professor of Digital Marketing and Innovation, the University Dean of Academic Leadership (REF Research Environment), Founding Director of the Emerging Markets Research Centre (EMaRC) and Co-Director of Research at the School of Management, Swansea University, Wales, UK. Professor Dwivedi is also currently leading the International Journal of Information Management as its Editor-in-Chief. His research interests are at the interface of Information Systems (IS) and Marketing, focusing on issues related to consumer adoption and diffusion of emerging digital innovations, digital government, and digital marketing particularly in the context of emerging markets. Professor Dwivedi is an Associate Editor of the European Journal of Marketing, Government Information Quarterly and International Journal of Electronic Government Research, and Senior Editor of the Journal of Electronic Commerce Research.

Contenu

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 i…