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Digital and Social Media Marketing

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Cover of 'Digital and Social Media Marketing'

Table of Contents

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    Book Overview
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    Chapter 1 Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research
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    Chapter 2 The Effect of Fashion e-Blogs on Women’s Intention to Use
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    Chapter 3 Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-creation: A Theoretical Analysis
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    Chapter 4 Exploring the Demographic Differences on Customers’ Adoption of Social Commerce in Saudi Arabia
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    Chapter 5 Developing a Research Instrument to Study the Impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping
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    Chapter 6 A Qualitative Exploration of Consumers’ Pro-environmental Behaviours: Identifying Emerging Themes
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    Chapter 7 Materialism Effect on Apparel Collaborative Consumption Platform Usage: A Research Proposal
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    Chapter 8 Persona Classification of Celebrity Twitter Users
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    Chapter 9 Comparing SERVQUAL for Transportation Services in the Sharing Economy for Emerging Markets: Insights from Twitter Analytics
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    Chapter 10 Using AI to Personalise Emotionally Appealing Advertisement
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    Chapter 11 The Importance of App Store Optimization (ASO) for Hospitality Applications
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    Chapter 12 Psychological Analytics Based Technology Adoption Model for Effective Educational Marketing
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    Chapter 13 Smart Cities and Marketing: The Female-Relational-Orientation
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    Chapter 14 Examining the Underlying Attitudinal Components Driving Technology Adoption, Adaptation Behaviour and Outcome in Entirety
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    Chapter 15 Considerations on Global Social Media Marketing
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    Chapter 16 Multi-channel Digital Marketing Strategy in an Emerging Economy: The Case of Flintobox in India
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    Chapter 17 Corporations Taking Political Stands on Social Media: Risks, Benefits, and Potential for the Creation of Social Value
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    Chapter 18 Using Layout Review and Messaging Analysis to Form Localization Hypotheses: An Example for Localization of E-Commerce Female Clothing Websites for the Russian Market
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    Chapter 19 Online Product Localization: Challenges and Solutions in Global Online Marketplaces
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    Chapter 20 Taste vs. Values: Effective, Authentic, and Nuanced Hyperlocalization in the Digital Marketing Era
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    Chapter 21 Localization Strategy for Business-to-Business Digital Marketing with a Focus on Industrial Metrology
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    Chapter 22 Understanding Neuromarketing Techniques and Their Use in Localization
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    Chapter 23 Emotional Connection: The Importance of the Brand Voice in Social Media for Global Growth
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    Chapter 24 Attracting New Students, Satisfying Current Students, and Creating Fans of an Educational Institution
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Title
Digital and Social Media Marketing
Published by
Springer International Publishing, January 2020
DOI 10.1007/978-3-030-24374-6
ISBNs
978-3-03-024373-9, 978-3-03-024374-6
Editors

Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, Yogesh K. Dwivedi

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