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[ 洋図書 ] The Palgrave handbook of interactive marketing. Volume 1 /

Cheng Lu Wang, editor. -- Palgrave Macmillan, -- [2023], --

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ISBN 3031149602
ISBN13桁 9783031149603
無効なISBN等 9783031149610
テキストの言語 英語                  
分類：NDC10版 675
本タイトル The Palgrave handbook of interactive marketing.
巻次等 Volume 1 /
著者名 Cheng Lu Wang, editor.
出版地・頒布地 Cham, Switzerland :
出版者・頒布者名 Palgrave Macmillan,
出版年・頒布年 [2023],
数量 l, 544 pages :
他の形態的事項 illustrations, maps ;
大きさ 25 cm
書誌注記 Includes bibliographic references.
内容注記 1. Interactive marketing is the new normal / Cheng Lu Wang -- Part I: Advancement of interactive marketing : an overview. 2. Evolution of research in interactive marketing : a bibliometric and thematic review / Deepak Verma, Satish Kumar, and Divesh Kumar -- 3. From direct marketing toward interactive marketing : the evolving interactive marketing tools / Anne Moes, Marieke L. Fransen, Tibert Verhagen, and Bob Fennis -- 4. Bridging the theory and practice of digital marketing from interactive marketing perspective : a historical review / Ayşegül Sǎgkaya Güngör and Tǔgçe Ozansoy Çadırcı -- 5. Interactive digital marketing mechanisms : the significance in digital transformation / Mona Rashidirad and Hamidreza Shahbaznezhad -- 6. Empowering consumers in interactive marketing : examining the role of perceived control / Xiaohan Hu -- 7. How brands drive electronic word-of-mouth in an interactive marketing environment : an overview and future research directions / Ya You and Yi He. -- Part II: Technology development and interactive marketing. 8. Technological innovations in interactive marketing : enhancing customer experience at the new retail age / Sahil Singh Jasrotia -- 9. The role of artificial intelligence in interactive marketing : improving customer-brand relationship / Wajeeha Aslam and Kashif Farhat -- 10. How Internet of things is shaping consumer behavior? The interactive experience between customer and smart object / Ching-Jui Keng, Hsin-Ying Liu, and Yu-Hsin Chen -- 11. The physical presence and relationship distance for efficient consumer-AI-business interactions and marketing / Corina Pelau, Dan-Cristian Dabija, and Daniela Serban -- 12. Humanizing chatbots for interactive marketing / Wan-Hsiu Sunny Tsai and Ching-Hua Chuan -- 13. Affective interaction with technology : the role of virtual assistants in interactive marketing / Guillermo Calahorra Candao, Carolina Herrando, and María José Martín-De Hoyos. -- Part III: Interactivity in the virtual world. 14. Augmented reality in interactive marketing : the state-of-the-art and emerging trends / Marc Riar, Jakob J. Korbel, Nannan Xi, Sophia Meywirth, Rüdiger Zarnekow, and Juho Hamari -- 15. Interactive marketing with virtual commerce tools : purchasing right size and fitted garment in fashion metaverse / Sadia Idrees, Gianpaolo Vignali, and Simeon Gill -- 16. Virtual influencer as a brand avatar in interactive marketing / Alice Audrezet and Bernadett Koles -- 17. Sentimental interaction with virtual celebrities : an assessment from customer-generated content / Bình Nghiêm-Phú and Jillian Rae Suter -- 18. The conceptualization of "presence" in interactive marketing : a systematic review of 30 years of literature / Chen Chen, Xiaohan Hu, and Jacob T. Fisher. -- Part IV: Platform revolution and customer participation. 19. The platform revolution in interactive marketing : increasing customer-brand engagement on social media platforms / Zheng Shen -- 20. When in Rome, do as the Romans do : differences of interactive behaviors across social media networks / Qingjiang Yao -- 21. Enhancing customer-brand interaction : customer engagement on brand pages of social networking sites / Zalfa Laili Hamzah and Azean Johari -- 22. Live streaming as an interactive marketing media : examining Douyin and its constructed value and cultural preference of consumption in e-commerce / Boris L. F. Pun and Anthony Y. H. Fung -- 23. Interactive experience of collaborative online shopping : real-time interaction and communication / Mohammad Rahim Esfidani and Behnam Izadi.
要約、抄録、注釈等 "Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world. This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sections cover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a multidiscipline perspective, from new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, and management and information system. This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices."--Publisher's website.
著者標目 Wang, Cheng Lu.
一般件名 Interactive marketing.
Internet marketing.
資料情報1 『The Palgrave handbook of interactive marketing. Volume 1 /』　Cheng Lu Wang, editor.　Palgrave Macmillan,　[2023], （所蔵館：中央　 請求記号：F/675.0/P16/P1-1　 資料コード：7116820658）
URL https://catalog.library.metro.tokyo.lg.jp/winj/opac/switch-detail.do?lang=ja&bibid=1352061449

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