Online marketing / Social media marketing

Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies.

This book critically examines the evolving fashion and luxury brand sector in the post-COVID-19 era, emphasizing the crucial need for sustainable digital marketing strategies and innovation.

This book critically examines the evolving fashion and luxury brand sector in the post-COVID-19 era, emphasizing the crucial need for sustainable digital marketing strategies and innovation.

Amidst growing conceptual developments in the areas of value co-creation and digital marketing, the importance of Online Brand Communities (OBCs) has emerged to reinforce strategies.

This book uniquely combines literature from different research fields of marketing, such as social and psychological perspectives, behavioral sciences, the digital era, sustainability, and corporate social responsibility, to present a multidisciplinary approach to marketing.

This book uniquely combines literature from different research fields of marketing, such as social and psychological perspectives, behavioral sciences, the digital era, sustainability, and corporate social responsibility, to present a multidisciplinary approach to marketing.

This edited volume takes a multi-faceted approach, giving readers insights into the role of digital and social media marketing in the agritourism industry in Africa.

This book presents the proceedings from the Fifth Workshop on Recommender Systems in Fashion and Retail (2023), highlighting the latest advances in AI-driven technologies for e-commerce, retail, and fashion.

This book presents the proceedings from the Fifth Workshop on Recommender Systems in Fashion and Retail (2023), highlighting the latest advances in AI-driven technologies for e-commerce, retail, and fashion.

This book explores the impact of micro-influencers in the digital age, focusing specifically on creative professionals in the Australian communications industry.

This book explores the impact of micro-influencers in the digital age, focusing specifically on creative professionals in the Australian communications industry.

In this compelling sequel, The Attention Economy: A Category Blueprint, takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human attention measurement plays in the present and future landscape.

Embark on a journey through the rapidly evolving landscape of Marketing Technology (MarTech) with this comprehensive guide.

Embark on a journey through the rapidly evolving landscape of Marketing Technology (MarTech) with this comprehensive guide.

This book constitutes the proceedings of the 9th International Conference on Digital Economy, ICDEc 2024, held in Rabat, Morocco, during May 9-11, 2024.

This book explores the sharing economy platforms of digitally-driven companies that bring economies of scale to bring consumers more choices.

This book explores the sharing economy platforms of digitally-driven companies that bring economies of scale to bring consumers more choices.

Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.

Celebrity endorsement has shown to be an effective way enhancing brand-related attitudes, reinforcing behavioural intentions, and shaping brand perceptions.

This book explores how cosmetics firms have made the transition to technology-enabled beauty companies to meet changing customer demands.

This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment.

This book presents case studies of local, regional, and international businesses to show that marketing is an environment-sensitive activity, requiring an environment-specific treatment.

This book argues that digital marketing should benefit from emerging technologies to result in sustainable competitive values for businesses in both the digital and physical worlds.

This book provides a comprehensive overview of the role of immersive technology with multiple sectoral perspectives, such as entertainment, education, health care, and more.

This book provides a comprehensive overview of the role of immersive technology with multiple sectoral perspectives, such as entertainment, education, health care, and more.

The development of several AI solutions has revolutionized the way in which consumers behave.

The development of several AI solutions has revolutionized the way in which consumers behave.

This book examines users' digital content contribution and consumption behavior from a social perspective.

This book examines users' digital content contribution and consumption behavior from a social perspective.

This book is a call to adopt more ethical, sustainable, and consumer-focused approaches in the digital era.

SMEs represent more than 95% of businesses operating in global markets.

SMEs represent more than 95% of businesses operating in global markets.

This book explores the challenges in adopting customer relationship management (CRM) models in developing countries, with a focus on Palestine.

This book constitutes the proceedings of the 9th International Conference on Digital Economy, ICDEc 2024, held in Rabat, Morocco, during May 9-11, 2024.

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2-4, 2021.

This book documents the recent post-pandemic era business innovation research in Vietnam bringing together selected works from the 2022 'International Conference on Business Innovation: Business Innovation in a Post-pandemic World' held at RMIT University in Vietnam.

This book documents the recent post-pandemic era business innovation research in Vietnam bringing together selected works from the 2022 'International Conference on Business Innovation: Business Innovation in a Post-pandemic World' held at RMIT University in Vietnam.

This book represents the work of some of the contemporary world leaders in marketing.

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020.

This book is a call to adopt more ethical, sustainable, and consumer-focused approaches in the digital era.

This book argues that digital marketing should benefit from emerging technologies to result in sustainable competitive values for businesses in both the digital and physical worlds.

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes.

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2020), held at ISCTE - University Institute of Lisbon, in the city of Lisbon in Portugal, between 8 and 10 October 2020.

This book examines the extent to which social media marketing influences the customer-based brand equity of higher education institutes.

This book includes selected papers presented at the International Conference on Marketing and Technologies (ICMarkTech 2021), held at University of La Laguna, Tenerife, Spain, during December 2-4, 2021.

This book represents the work of some of the contemporary world leaders in marketing.