Digital and Social Media Marketing at Meripustak

Digital and Social Media Marketing

Books from same Author: Nripendra P Rana Emma L Slade Ganesh P Sahu Hatice Kizgin Nitish Singh Bidit Dey

Books from same Publisher: Springer

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  • General Information  
    Author(s)Nripendra P Rana Emma L Slade Ganesh P Sahu Hatice Kizgin Nitish Singh Bidit Dey
    PublisherSpringer
    Edition1st Edition
    ISBN9783030243760
    Pages356
    BindingSoftcover
    Publish YearNovember 2020

    Description

    Springer Digital and Social Media Marketing by Nripendra P Rana Emma L Slade Ganesh P Sahu Hatice Kizgin Nitish Singh Bidit Dey

    This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.