Digital Marketing Outreach The Future of Marketing Practices 1st edition by Kavita Sharma 9781000640441 1000640442
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Authors:Kavita Sharma , Series:Management [570] , Author sort:Sharma, Kavita , Ids:DOI , Languages:Languages:eng , Published:Published:Apr 2023 , Publisher:Routledge , Comments:Comments:This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at diverse areas of business and non-business activities involving the use of digital platforms to augment marketing initiatives and improve reach, sales, and social media engagement. The volume analyses various themes including viral marketing, influencer marketing, webrooming behaviour, online impulse buying, telemedicine, social media advertising, and app-based cab services. It examines the role of digital marketing in creating a positive and favourable brand image for organizations by advertising their social responsiveness on social media and studies the influence of political brand value on social media activities. The authors also provide insight into changing trends within consumer behaviour, reflect on future challenges within the field, and highlight areas of growth. An important contribution to the study of new and emerging marketing practices, the book will be indispensable for students, researchers, and teachers of communication, marketing, brand management, social media marketing, advertising, e-business, digital humanities, and consumer behaviour.
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ISBN 10: 1000640442
ISBN 13: 9781000640441
Author: Kavita Sharma
This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at diverse areas of business and non-business activities involving the use of digital platforms to augment marketing initiatives and improve reach, sales, and social media engagement. The volume analyses various themes including viral marketing, influencer marketing, webrooming behaviour, online impulse buying, telemedicine, social media advertising, and app-based cab services. It examines the role of digital marketing in creating a positive and favourable brand image for organizations by advertising their social responsiveness on social media and studies the influence of political brand value on social media activities. The authors also provide insight into changing trends within consumer behaviour, reflect on future challenges within the field, and highlight areas of growth. An important contribution to the study of new and emerging marketing practices, the book will be indispensable for students, researchers, and teachers of communication, marketing, brand management, social media marketing, advertising, e-business, digital humanities, and consumer behaviour.
Digital Marketing Outreach The Future of Marketing Practices 1st Table of contents:
Part 1 Understanding digital consumers
1 Revisiting antecedents of consumers’ perceptions towards viral marketing: A scale validation approach
2 Influencer marketing: Its antecedents and behavioural outcomes
3 An empirical study of customer satisfaction and customer loyalty intentions for payment banks
4 Webrooming behaviour: Concept and its linkages
5 Online impulse buying and its antecedents
6 Prospects and challenges of digital marketing
Part 2 Social media for social causes
7 Effect of communicating corporate social responsibility through social media on brand image
8 Influence of political brand value on social media activities
9 Telemedicine: An innovation growing indispensable
Part 3 Future prospects of digital marketing
10 Social media advertising: Concept, contemporary trends, and implications
11 Social commerce: An effective distribution strategy
12 App-based cab services: Issues and challenges in the Indian context
Index
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