Online marketing / Social media marketing

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 professional book introduces marketing and luxury brand professionals to a new definition of luxury and the art of designing the ultimate luxury experience in both the physical space (e.

This book focuses on the concept of "e;brand hate"e; and consumer negativity in today's digital markets.

Con este manual aprenderás de forma práctica y sencilla las claves del marketing digital.

Surveys That Work explains a sevenstep process for designing, running, and reporting on a survey that gets accurate results.

New customer technology environments are magical worlds.

New customer technology environments are magical worlds.

To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy.

To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy.

Everyday businesses of all sizes are generating a fraction of the potential website return on investment (ROI) and broader marketing value for their business.

Everyday businesses of all sizes are generating a fraction of the potential website return on investment (ROI) and broader marketing value for their business.

Scholarly studies of value creation for consumer experience constitute a very fragmented field, spanning the disciplines of design, branding and marketing.

Scholarly studies of value creation for consumer experience constitute a very fragmented field, spanning the disciplines of design, branding and marketing.

Digital marketing has gained ascendancy as the modern communication method used by most organizations through its ability to transcend geographic restrictions.

Digital marketing has gained ascendancy as the modern communication method used by most organizations through its ability to transcend geographic restrictions.

Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success.