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

  • 14h 26m
  • 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

  • Reputation Management Through Online Feedbacks in E-Business Environment
  • Fuzzy Nominal Classification Using Bipolar Analysis
  • Social Media Marketing and Value Co-Creation: A System Dynamics Approach
  • Sentiment Analysis of Social Media as Tool to Improve Customer Retention
  • Application of Web-Based Geographical Information System (GIS) in E-Business
  • Using Social Media Tools in Marketing: Opportunities and Challenges
  • International Branding at Mirza International: Dilemma Unsolved
  • Marketing With Twitter: Challenges and Opportunities
  • Web 2.0 Technologies and Marketing
  • Digital Marketing in Online Education Services
  • Crowdsourcing Corporate Sustainability Strategies
  • Social Media and Customer Retention: Implications for the Luxury Beauty Industry
  • SMEs and Branding Strategies
  • The Role of Business Model Development in the Ex-Post Creation of Online Entrepreneurial Opportunity
  • Search Engine Marketing: An Outlining of Conceptualization and Strategic Application
  • Role of Internet in the Development of Medical Tourism Service in Tunisia
  • Service Sector and Antecedents of Marketing Strategies for Emerging Markets: A Case of Indian Market
  • Engagement With Online Customers in Emerging Economies: The Power of Online Brand Communities and Social Networking Sites
  • CRM in Tourism: Customer Relationship Management (CRM)
  • Entertainment Media: Times of Branded Content
  • Giving Brand Image to a Nation: A Proposed Framework
  • Crowdsourcing and Crowd Participation: Incentives in the OR.C.HE.S.T.R.A Community
  • Service Branding Through Quality Practices in Public and Private Telecommunication Organization
  • Author-as-Franchise-Product: Edgar Rice Burroughs Inc. and Tarzan as Historical Branded Entertainment
  • Giving Personalized Treatment: Customer's Perception Is Your Reality
  • Social Media Engagement: Reshaping the Consumption Patterns of Generation Y Caribbean and Latin American Consumers
  • An Analytical Study of the Facebook Content Management Strategies of Dominos India
  • Let It Go: Consumer Empowerment and User-Generated Content – An Exploratory Study of Contemporary Fashion Marketing Practices in the Digital Age
  • Affiliate Marketing and Customer Satisfaction
  • The Impact of Emerging Technologies and Social Media on Different Business(es): Marketing and Management
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