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.
Author(s): Nripendra P. Rana, Emma L. Slade, Ganesh Prasad Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi
Series: Advances In Theory And Practice Of Emerging Markets
Publisher: Springer
Year: 2020
Language: English
Pages: 337
Tags: IT In Business, Digital/Social Media
Front Matter ....Pages i-xv
Front Matter ....Pages 1-1
Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research (Banita Lal, Elvira Ismagilova, Yogesh K. Dwivedi, Shirumisha Kwayu)....Pages 3-17
The Effect of Fashion e-Blogs on Women’s Intention to Use (Pantea Foroudi, Alireza Nazarian, Ulfat Aziz)....Pages 19-40
Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-creation: A Theoretical Analysis (Raed Salah Algharabat, Nripendra P. Rana, Ali Abdallah Alalwan, Abdullah Mohammed Baabdullah)....Pages 41-55
Exploring the Demographic Differences on Customers’ Adoption of Social Commerce in Saudi Arabia (Salma S. Abed, Shaza W. Ezzi)....Pages 57-66
Developing a Research Instrument to Study the Impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping (Radhika Sharma, Vandana Ahuja, Shirin Alavi)....Pages 67-81
A Qualitative Exploration of Consumers’ Pro-environmental Behaviours: Identifying Emerging Themes (Hawazin Alzubaidi)....Pages 83-94
Materialism Effect on Apparel Collaborative Consumption Platform Usage: A Research Proposal (Zainah Qasem, Raed Algharabat, Ali Abdallah Alalwan, Doa’a Hajawi)....Pages 95-105
Front Matter ....Pages 107-107
Persona Classification of Celebrity Twitter Users (Aastha Kaul, Vatsala Mittal, Monica Chaudhary, Anuja Arora)....Pages 109-125
Comparing SERVQUAL for Transportation Services in the Sharing Economy for Emerging Markets: Insights from Twitter Analytics (Saroj Bijarnia, P. Vigneswara Ilavarasan, Arpan Kumar Kar)....Pages 127-134
Front Matter ....Pages 135-135
Using AI to Personalise Emotionally Appealing Advertisement (Emmanuel Mogaji, Sunday Olaleye, Dandison Ukpabi)....Pages 137-150
The Importance of App Store Optimization (ASO) for Hospitality Applications (Juana María Padilla-Piernas, María Concepción Parra-Meroño, Miguel Ángel Beltrán-Bueno)....Pages 151-161
Psychological Analytics Based Technology Adoption Model for Effective Educational Marketing (Arghya Ray, Pradip Kumar Bala, Shilpee A. Dasgupta)....Pages 163-174
Smart Cities and Marketing: The Female-Relational-Orientation (Carl H. D. Steinmetz)....Pages 175-195
Examining the Underlying Attitudinal Components Driving Technology Adoption, Adaptation Behaviour and Outcome in Entirety (Syed S. Muhammad, Bidit Dey, Sharifah Alwi, Mujahid Mohiuddin Babu)....Pages 197-226
Front Matter ....Pages 227-227
Considerations on Global Social Media Marketing (Esther Curiel)....Pages 229-237
Multi-channel Digital Marketing Strategy in an Emerging Economy: The Case of Flintobox in India (Kuttimani Tamilmani, Nripendra P. Rana, Yogesh K. Dwivedi)....Pages 239-248
Corporations Taking Political Stands on Social Media: Risks, Benefits, and Potential for the Creation of Social Value (Stephanie Guimond)....Pages 249-261
Using Layout Review and Messaging Analysis to Form Localization Hypotheses: An Example for Localization of E-Commerce Female Clothing Websites for the Russian Market (Ekaterina Howard)....Pages 263-273
Online Product Localization: Challenges and Solutions in Global Online Marketplaces (Mandi Ciocca)....Pages 275-282
Taste vs. Values: Effective, Authentic, and Nuanced Hyperlocalization in the Digital Marketing Era (Brendan M. Keating, Nitish Singh)....Pages 283-291
Localization Strategy for Business-to-Business Digital Marketing with a Focus on Industrial Metrology (Lucy Kirmond)....Pages 293-297
Understanding Neuromarketing Techniques and Their Use in Localization (Victoria Zahopoulos)....Pages 299-304
Emotional Connection: The Importance of the Brand Voice in Social Media for Global Growth (Monica Rodriguez-Moran)....Pages 305-312
Attracting New Students, Satisfying Current Students, and Creating Fans of an Educational Institution (Anouk de Boer)....Pages 313-339
