Digital marketing outreach : the future of marketing practices
著者
書誌事項
Digital marketing outreach : the future of marketing practices
Routledge, 2023
- : hbk
大学図書館所蔵 全1件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
List of tables
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
「Nielsen BookData」 より