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[ 洋図書 ] The Palgrave handbook of interactive marketing. Volume 2 /

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 2 /
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 pages, pages 547-1048 :
他の形態的事項 illustrations ;
大きさ 25 cm
書誌注記 Includes bibliographic references and index.
内容注記 Part V: E-WOM and influencer marketing in the interactive era. 24. Reconceptualizing eWOM communication : an interactive perspective / Hongfei Liu and Chanaka Jayawardhena -- 25. Complaint handling and channel selection in the interactive marketing era / Mariola Palazón and Inés López-López -- 26. What do we know about influencers on social media? Toward a new conceptualization and classification of influencers / María Sicilia and Manuela López -- 27. Influencer marketing : a triadically interactive relationship between influencers, followers, and brands / Delphine Caruelle -- 28. Optimising the effect of influencer marketing : exploring consumers' interaction with different influencer types on Instagram / Daniella Ryding, Rosy Boardman, and Rafaella Konstantinou. -- Part VI: Predictive analytics and personalized targeting. 29. Applying predictive analytics in interactive marketing : how it influences customer perception and reaction? / Maggie Wenjing Liu, Qichao Zhu, Yige Yuan, and Sihan Wu -- 30. AI-based recommendation systems : the ultimate solution for market prediction and targeting / Sandra Habil, Sara El-Deeb, and Noha El-Bassiouny -- 31. Deep learning applications for interactive marketing in the contemporary digital age / Billy Yu -- 32. Personalized recommendation during customer shopping journey / Shobhana Chandra and Sanjeev Verma -- 33. Location-based proximity marketing : an interactive marketing perspective / Aida Loussaief, Edward Ying-Lun Cheng, Marta Yuan-Chen Lin, and Julian Ming-Sung Cheng. -- Part VII: Practical implications of interactive marketing. 34. Customer interactive experience in luxury retailing : the application of AI-enabled chatbots in the interactive marketing / Ni Zeng, Liru Jiang, Gianpaolo Vignali, and Daniella Ryding -- 35. Engaging and entertaining customers : gamification in interactive marketing / Devika Vashisht -- 36. Interactive experience of physical servicescape and online servicescape : a review and future research / Zalfa Laili Hamzah and Muhammad Waqas -- 37. The role of touch, touchscreens, and haptic technology in interactive marketing : evolution from physical touch to digital touch / Ying Zhu -- 38. It's fun to play : emoji usage in interactive marketing communication / Ruijuan Wu. Part VIII: A necessary evil? Unintended consequences of interactive marketing. 39. Consumer incivility in virtual spaces : implications for interactive marketing research and practice / Denitsa Dineva -- 40. The dark side of gamification in interactive marketing / Chitrakshi Bhutani and Abhishek Behl -- 41. Ethical considerations in gamified interactive marketing praxis / Samaan Al-Msallam, Nannan Xi, and Juho Hamari -- 42. Value co-creation or value co-destruction? the role of negative emotions in consumer-firm interaction in the social media platform / Moreno Frau, Luca Frigau, Francesca Cabiddu, and Francesco Mola.
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 2 /』　Cheng Lu Wang, editor.　Palgrave Macmillan,　[2023], （所蔵館：中央　 請求記号：F/675.0/P16/P1-2　 資料コード：7116820667）
URL https://catalog.library.metro.tokyo.lg.jp/winj/opac/switch-detail.do?lang=ja&bibid=1352064254

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