Digital Marketing Outreach
The Future of Marketing Practices
Gebonden Engels 2022 1e druk 9780367137502Samenvatting
This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at diverse areas of business and non-business activities involving the use of digital platforms to augment marketing initiatives and improve reach, sales, and social media engagement. The volume analyses various themes including viral marketing, influencer marketing, webrooming behaviour, online impulse buying, telemedicine, social media advertising, and app-based cab services. It examines the role of digital marketing in creating a positive and favourable brand image for organizations by advertising their social responsiveness on social media and studies the influence of political brand value on social media activities. The authors also provide insight into changing trends within consumer behaviour, reflect on future challenges within the field, and highlight areas of growth.
An important contribution to the study of new and emerging marketing practices, the book will be indispensable for students, researchers, and teachers of communication, marketing, brand management, social media marketing, advertising, e-business, digital humanities, and consumer behaviour.
Specificaties
Lezersrecensies
Inhoudsopgave
List of figures
List of contributors
Acknowledgements
Introduction
PART 1
Understanding digital consumers
1 Revisiting antecedents of consumers’ perceptions towards viral marketing: A scale validation approach
BALPREET KAUR, RISHI RAJ SHARMA, AND RAMA BHARDWAJ
2 Influencer marketing: Its antecedents and behavioural outcomes
MONIKA BANSAL AND NUPUR BHATI
3 An empirical study of customer satisfaction and customer loyalty intentions for payment banks
KUNAL AND TEJINDER SHARMA
4 Webrooming behaviour: Concept and its linkages
MEGHA RAWAT
5 Online impulse buying and its antecedents
SARITA DEVI
6 Prospects and challenges of digital marketing
SHEETAL KAPOOR
PART 2
Social media for social causes
7 Effect of communicating corporate social responsibility through social media on brand image
SIMMI DHYANI AND MEENAKSHI SHARMA
8 Influence of political brand value on social media activities
SHVETA KALRA AND NEHA SINGHAL
9 Telemedicine: An innovation growing indispensable
SHANU JAIN
PART 3
Future prospects of digital marketing
10 Social media advertising: Concept, contemporary trends, and implications
EMMANUEL ELIOTH LULANDALA
11 Social commerce: An effective distribution strategy
RUTIKA SAINI
12 App-based cab services: Issues and challenges in the Indian context
GARIMA JAIN
Index
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan