Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing.
Part 1: Foundations of Digital Marketing
Part 2: Methodologies and Theories in Digital Marketing
Part 3: Channels and Platforms in Digital Marketing
Part 4: Tools, Tactics and Techniques in Digital Marketing
Part 5: Management and Metrics in Digital Marketing
Part 6: Ethical Issues in Digital Marketing
Tabella dei contenuti
Part 1: Foundations of Digital Marketing
Chapter 1: Introduction to Digital Marketing – Annmarie Hanlon & Tracy L. Tuten
Chapter 2: Customer Journey as Participatory Service Ecosystem – Julia Wolny
Chapter 3: Experiential Marketing in a Digital Era – Ann Torres & Áine Doherty
Chapter 4: Marketing Automation: A Design Perspective – Declan Scully
Chapter 5: Big Data Marketing: Context and Affordances – Leon Michael Caesarius & Jukka Hohenthal
Part 2: Methodologies and Theories in Digital Marketing
Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research – Daiane Scaraboto & Marcia Christina Ferreira
Chapter 7: The Technology Acceptance Model: Antecedents and Consequences – Vasilis Theoharakis & Nikos Mylonopoulus
Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing – Paolo Franco
Chapter 9: The Impact of Electronic Word-of-Mouth (e WOM) on Consumer Behaviours – Hongfei Liu, Ahmed Shaalan, & Chanaka Jayawardhena
Chapter 10: Qualitative Insights for Digital Marketing – Marcia Christina Ferreira & Daiane Scaraboto
Part 3: Channels and Platforms in Digital Marketing
Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy – Alanah Malkani
Chapter 12: Price Comparison Websites – Desmond Laffey
Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics – Aras Alkis
Chapter 14: The Relationship between Ecommerce and Social Commerce: Subest, Evolution or New Paradigm? – Bairbre Brennan
Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales – Lara Stocchi
Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality – Sereikhuoch Eng
Part 4: Tools, Tactics and Techniques in Digital Marketing
Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies – Nadia Steils & Salwa Hanine
Chapter 18: Digital Content Marketing – Inna Piven
Chapter 19: Programmatic Advertising – Ramaprasad M. Unni
Chapter 20: The Role of Push Notifications – Diana Gavilan
Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age – Ahmed Shaalan, Marwa E. Tourky, & Khaled Ibrahim
Chapter 22: Voice Marketing – Alice Zoghaib
Part 5: Management and Metrics in Digital Marketing
Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing – Jeremy Harris Lipschultz
Chapter 24: Key Factors in Online Community Management – David W. Peck
Chapter 25: Love, Hate and Everything in Between: Online Complainants′ Emotions during Service Recovery Episodes – Wolfgang Weitzl
Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda – Sarah Turnbull
Part 6: Ethical Issues in Digital Marketing
Chapter 27: Research Ethics in Digital and Social Media Marketing Research – Sarah Quinton & Nina Reynolds
Chapter 28: Managing the Message, from Fake News to Filter Bubbles – David Lynn Painter & Raghabendra Pratap KC
Chapter 29: Brandjacking in Paid Search: An unresolved problem – Peter O′Connor
Chapter 30: Talk to Me – The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy – Sven Tuzovic
Chapter 31: Privacy Regulation in the Age of Artificial Intelligence – Christelle Aubert-Hassouni & Julien Cloarec
Circa l’autore
Tracy L. Tuten is a professor of marketing at Sofia University, USA and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field.Dr. Tuten’s publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She’s been recognized with teaching awards at her respective institutions and with national awards, such as the O’Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers. Follow her updates on Twitter @brandacity
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