Online marketing / Social media marketing

This proceedings volume presents timely research and insights on the advancement of marketing's basic premise-providing greater levels of customer value.

This proceedings volume examines transformation in marketing to better understand current and future standing of the marketing field.

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Rapid digitalisation and social media use has led to the evolution of customer behaviour and for any business it has become imperative to understand customer behaviour in the digital world - the chapter authors in Navigating the Digital Landscape explore a wide range of topics to help the reader harness the positive aspects of digital commerce and mitigate risks.

This book gathers contributions from a broad range of jurisdictions, written by practitioners and academics alike, and offers an unparalleled comparative view of key issues in competition law, intellectual property and unfair competition law, with a specific focus on the use of personal data.

This book presents the latest research into the application of information and communication technologies within the travel and tourism sectors.

This book constitutes the proceedings of the 7th International Conference on Digital Economy, ICDEc 2022, which took place in Bucharest, Romania, in May 2022.

This book focuses on the implications of digitalisation in the mobility service industry.

This book employs the latest insights from modern marketing into the theory and practice of corporate communication, including the main stages and goals, and highlights the key potentials for the field.

Advances in technology and changes in consumer buying patterns have forced businesses to alter their traditional marketing approach to incorporate contemporary ideologies that will drive customer satisfaction, meet societal expectations, and boot business performance for competitive advantage.

Online brand communities (OBCs) are hugely important in the development of marketing strategy, but it is unclear how marketers can effectively utilise these platforms to enhance and develop consumer engagement.

The COVID-19 pandemic has been a very strong reminder that the future economic development of any country is more than ever influenced by its ability to ramp-up digital competitiveness.

This edited volume seeks to examine how enterprises in Africa can utilize digital technologies and innovations in creating value for their customers and clients in order to increase effectiveness and efficiency.

Rapid shifts in technology and societal changes accelerated by the Pandemic have fundamentally changed the way that customers experience luxury.

The world is changing, and so are our donors.

This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021).

This book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021.

This edited volume details public branding and marketing from a global, comparative perspective.

Consumers' beliefs and attitudes towards online sales significantly influence buying behavior on the internet.

This book devises an alternative conceptual framework to understand digital transformation in the cultural heritage sector.

Inextricably linked to human evolution, storytelling has always been a key element of the marketer's toolkit.

This book explores the growing phenomenon of the social media storm in the context of educational establishments.

This book discusses the effectiveness of Western organizations' social media strategies in the Middle East.

Social media offers an opportunity for people to enlarge their exposure to information; information about important changes and trends in technology, markets, government policies, or society in general that can facilitate entrepreneurship, business development, and more.

This book analyses the impact of web design parameters on user experience and the behaviour of website users.

Gathering the outcomes of the 27th annual international eTourism conference ENTER2020, this book presents new research, innovative systems and industry case studies on the application of Information and Communication Technologies (ICT) in travel and tourism.

This book discusses the impact of information and communication technologies (ICTs) on organizations and on society as a whole.

This book offers an enlightening analysis of the ways in which the communication of space explorations has evolved in response to political and social developments and the availability of new media and communication tools.

This book provides an extensive, up-to-date overview of the ways in which information and communication technologies (ICTs) can be used to develop tourism and hospitality.

This book analyzes the brand communities of major American multinationals across three industries: finance, tech, and consumer goods.

This book examines issues and implications of digital and social media marketing for emerging markets.

Social media has received considerable attention, and many potential benefits, as well as concerns, are now being discussed.

Offering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation.

This book examines both how tourist behavior is being shaped by the new tourism products and segments that are appearing on the European market and how the tourist experience influences post-trip evaluation of destinations and of tourism and hospitality businesses.

This book focuses on the impact of information and communication technologies (ICTs) on organizations and society as a whole.

The digital traces that people leave behind as they conduct their daily lives provide a powerful resource for businesses to better understand the dynamics of an otherwise chaotic society.

This book provides an extensive, up-to-date overview of the ways in which information and communication technologies (ICTs) can be used to develop tourism and hospitality.

This pioneering collection seeks to understand why and how some digital enterprises in Africa progress while others firms either stagnate or regress.

This timely edited collection offers a multidisciplinary perspective on social commerce, a phenomenon that has gained increasing interest over the last 8 years.

This proceedings volume explores the new and innovative ways in which marketers find new global customers and build meaningful bridges to them based on their wants and needs in order to ensure high levels of customer satisfaction.