Digital And Social Media Marketing: Emerging Applications And Theoretical Development

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