Digital and Social Media Marketing
Gebundenes Buch

Digital and Social Media Marketing

Emerging Applications and Theoretical Development

Herausgegeben: Rana, Nripendra P.; Slade, Emma L.; Sahu, Ganesh P.; Kizgin, Hatice; Singh, Nitish; Dey, Bidit; Gutierrez, Anabel; Dwivedi, Yogesh K.
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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...