Online marketing / Social media marketing

This book provides a systematic view of current and future research perspectives on intercultural knowledge sharing and offers a model for the growth of organizational knowledge in the digital age.

This SpringerBrief offers a state of the art analysis of electronic word-of-mouth (eWOM) communications and its role in marketing.

 This book explores the basic traits of inter-organizational networks, examining the interplay between structure, dynamics, and performance from a governance perspective.

An in-depth examination of the concept of value in a digital world, an analysis of a range of digital business models and a framework for assessing the value of digital businesses.

This book presents state-of-the-art research into the application of information and communication technologies to travel and tourism.

This volume includes the full proceedings from the 2011 World Marketing Congress held in Reims, France with the theme The Customer is NOT Always Right?

This book explores, describes and explains the predictors essential for the acceptance of social media as a digital platform to share professional knowledge in the field of automotive repair in Germany.

This book provides an in-depth analysis of the older-tourist market, and of the challenges and opportunities created by population ageing from a tourism marketing perspective, by combining a demand-side and a supply-side approach to older tourists.

This book offers a selection of the best papers presented at the 13th International Symposium on Location Based Services (LBS 2016), which was held in Vienna (Austria) from November 14 to 16, 2016.

This book presents cutting edge research on the development of analytics in travel and tourism.

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

This book contains the full proceedings of the 2015 Academy of Marketing Science World Marketing Congress held in Bari, Italy.

The papers presented in this volume advance thestate-of-the-art research on digital marketing and social media, mobile computingand responsive web design, semantic technologies and recommender systems,augmented and virtual reality, electronic distribution and online travelreviews, MOOC and eLearning, eGovernment and sharing economy.

This book presents cutting edge research on the development of analytics in travel and tourism.

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

New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping - a phenomenon extant research on consumer behavior terms cross-channel shopping.

New digital devices enable consumers to ubiquitously access the Internet and inspire them to switch between online and offline channels when shopping - a phenomenon extant research on consumer behavior terms cross-channel shopping.

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

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 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.