E-Book Overview
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.
E-Book Content
Advances in Theory and Practice of Emerging Markets
Nripendra P. Rana · Emma L. Slade Ganesh P. Sahu · Hatice Kizgin Nitish Singh · Bidit Dey Anabel Gutierrez · Yogesh K. Dwivedi Editors
Digital and Social Media Marketing Emerging Applications and Theoretical Development
Advances in Theory and Practice of Emerging Markets Series Editor Yogesh K. Dwivedi EMaRC, School of Management Swansea University Bay Campus Swansea, UK Series Regional Editors David Brown, Lancaster University, UK Regions: China and UK Lemuria Carter, Virginia Commonwealth University, USA Region: North America Marijn Janssen, TU Delft, The Netherlands Region: Europe Samuel Fosso Wamba, Toulouse Business School, France Region: Africa
More information about this series at http://www.springer.com/series/15802
Series Area Editors Salma Abed, The University of King Abdulaziz, Jeddah, Saudi Arabia Ali Abdallah Alalwan, Amman College of Banking and Financial Sciences, Al-Balqa’ Applied University, Amman, Jordan Abdullah Baabdullah, Department of Management Information Systems, Faculty of Economics and Administration, King Abdulaziz University, Jeddah, Kingdom of Saudi Arabia Rajesh Chandani, Indian Institute of Management Ahmedabad (IIMA), Vastrapur, Ahmedabad, Gujarat, India Bidit Dey, Brunel Business School, Brunel University London, Uxbridge, Middlesex, UK Amandeep Dhir, Department of Computer Science, Aalto; Department of Teacher Education, University of Helsinki, Finland Yanqing Duan, Department of Strategy and Management, Business School University of Bedfordshire, UK Anabel Gutierrez, Business & Management, Regent’s University London, London, UK P. Vigneswara Ilavarasan, Department of Management Studies, Indian Institute of Technology Delhi, Hauz Khas, New Delhi India Kawal Kapoor, Business School, Brunel University London, UK Arpan Kar, Department of Management Studies, Indian Institute of Technology Delhi, Hauz Khas, New Delhi, India Khalil Khoumbati, Institute of Information and Communication Technology, University of Sindh, Jamshoro, Sindh, Pakistan Hatice Kizgin, Faculty of Management, Law and Social Sciences, University of Bradford, Bradford, UK Banita Lal, Nottingham Business School, Nottingham Trent University, Nottingham, UK Ben Lowe, Kent Business School. The University of Kent, UK Surender Munjal, James E. Lynch India and South Asia Business Centre, Leeds University Business School, University of Leeds, UK Emmanuella Plakoyiannaki, Centre for International Business, Leeds University Business School, University of Leeds, Leeds UK Vishnupriya Raghavan, Information T