Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications, Volume I

  • 13h 38m
  • Information Resources Management Association (IRMA)
  • IGI Global
  • 2018

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence.

Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

About the Author

Information Resources Management Association (IRMA) is a research-based professional organization dedicated to advancing the concepts and practices of information resources management in modern organizations. IRMA's primary purpose is to promote the understanding, development and practice of managing information resources as key enterprise assets among IRM/IT professionals. IRMA brings together researchers, practitioners, academicians, and policy makers in information technology management from over 50 countries.

In this Book

  • A Literature Survey on the Usage of Fuzzy MCDM Methods for Digital Marketing
  • Halal Branding: A New Trend in Islamic Marketing
  • Defining Place Image
  • Mobile Customer Relationship Management: An Overview
  • Investigating the Mechanics of Affiliate Marketing Through Digital Content Marketing: A Key for Driving Traffic and Customer Activity
  • Digital Marketing Strategy for Affinity Marketing: Utilising the New Marketing Arena
  • A Case-Based Identification of Internal and External Issues for Branding Strategies
  • Using Social Strategy to Retain Customers: Cases and Tips
  • Branding Impetus for Start-Ups: Relevance and Rhetoric
  • Fuzzy Time Series: An Application in E-Commerce
  • Branding Through Sponsorship-Linked Marketing: A Case of Chinese Sports Apparel and Equipment Brand "Li Ning"
  • Consuming "Innovation" in Tourism: Augmented Reality as an Innovation Tool in Digital Tourism Marketing
  • Conceptualizing and Measuring Content Marketing in Luxury Firms: An Exploratory Analysis
  • Building Academic Branding: The Digital Branding as Academic Footprint
  • Destination Brand-Building of Cultural Heritage Tourism
  • The Roles of Corporate Marketing Strategies and Brand Management in the Global Retail Industry
  • The Role of Value Co-Creation on Brand Image: A Conceptual Framework for the Market Performance of SMEs in Malaysia
  • Co-Creating Brand Value Through Social Commerce
  • Pre-Purchase User Perceptions of Attributes and Post-Purchase Attitudes in Building Successful Online Retail Promotional Strategies
  • Online Brand Expansion Towards the Offline Setting: Which Way to Go?
  • The Functions of the Narrator in Digital Advertising
  • Augmented Reality as an Emerging Application in Tourism Marketing Education
  • Gaining a Continuous Retaining Relationship with Customers in Mobile Sector
  • Brand Awareness Quotient: A Metric for Effectiveness of Employer Branding Initiatives
  • Network-Based Targeting: Big Data Application in Mobile Industry
  • Financial Implications of Relationship Marketing in Airline Business
  • Digital Marketing Analytics: The Web Dynamics of Inside Blackberry Blog
  • Digital Marketing Optimization