The Palgrave Handbook of Interactive Marketing 1st edition by Palgrave Macmillan,Cheng Lu Wang 9783031149610 3031149610
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Authors:Cheng Lu Wang , Series:Management [531] , Author sort:Wang, Cheng Lu , Languages:Languages:eng , Published:Published:Jan 2023 , Publisher:Palgrave Macmillan
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ISBN 10: 3031149610
ISBN 13: 9783031149610
Author:Palgrave Macmillan,Cheng Lu Wang
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 sectionscover 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. Chapter 41 “Ethical Considerations in Gamified Interactive Marketing Praxis” is available open access under a Creative Commons Attribution 4.0 International License via link.springer.com.
The Palgrave Handbook of Interactive Marketing 1st Table of contents:
1. Interactive Marketing is the New Normal
Part I. Advancement of Interactive Marketing: An Overview
2. Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review
3. From Direct Marketing Toward Interactive Marketing: The Evolving Interactive Marketing Tools
4. Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review
5. Interactive Digital Marketing Mechanisms: The Significance in Digital Transformation
6. Empowering Consumers in Interactive Marketing: Examining the Role of Perceived Control
7. How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Directions
Part II. Technology Development and Interactive Marketing
8. Technological Innovations in Interactive Marketing: Enhancing Customer Experience at the New Retail Age
9. The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-Brand Relationship
10. How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience Between Customer and Smart Object
11. The Physical Presence and Relationship Distance for Efficient Consumer–AI-Business Interactions and Marketing
12. Humanizing Chatbots for Interactive Marketing
13. Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing
Part III. Interactivity in the Virtual World
14. Augmented Reality in Interactive Marketing: The State-Of-The-Art and Emerging Trends
15. Interactive Marketing with Virtual Commerce Tools: Purchasing Right Size and Fitted Garment in Fashion Metaverse
16. Virtual Influencer as a Brand Avatar in Interactive Marketing
17. Sentimental Interaction with Virtual Celebrities: An Assessment from Customer-Generated Content
18. The Conceptualization of “Presence” in Interactive Marketing: A Systematic Review of 30 Years of Literature
Part IV. Platform Revolution and Customer Participation
19. The Platform Revolution in Interactive Marketing: Increasing Customer-Brand Engagement on Social Media Platforms
20. When in Rome, Do as the Romans Do: Differences of Interactive Behaviors Across Social Media Networks
21. Enhancing Customer–Brand Interaction: Customer Engagement on Brand Pages of Social Networking Sites
22. Live Streaming as an Interactive Marketing Media: Examining Douyin and Its Constructed Value and Cultural Preference of Consumption in E-commerce
23. Interactive Experience of Collaborative Online Shopping: Real-Time Interaction and Communication
Part V. E-WOM and Influencer Marketing in the Interactive Era
24. Reconceptualizing eWOM Communication: An Interactive Perspective
25. Complaint Handling and Channel Selection in the Interactive Marketing Era
26. What Do We Know About Influencers on Social Media? Toward a New Conceptualization and Classification of Influencers
27. Influencer Marketing: A Triadically Interactive Relationship Between Influencers, Followers, and Brands
28. Optimising the Effect of Influencer Marketing: Exploring Consumers’ Interaction with Different Influencer Types on Instagram
Part VI. Predictive Analytics and Personalized Targeting
29. Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction?
30. AI-Based Recommendation Systems: The Ultimate Solution for Market Prediction and Targeting
31. Deep Learning Applications for Interactive Marketing in the Contemporary Digital Age
32. Personalized Recommendation During Customer Shopping Journey
33. Location-Based Proximity Marketing: An Interactive Marketing Perspective
Part VII. Practical Implications of Interactive Marketing
34. Customer Interactive Experience in Luxury Retailing: The Application of AI-Enabled Chatbots in the Interactive Marketing
35. Engaging and Entertaining Customers: Gamification in Interactive Marketing
36. Interactive Experience of Physical Servicescape and Online Servicescape: A Review and Future Research
37. The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution from Physical Touch to Digital Touch
38. It’s Fun to Play: Emoji Usage in Interactive Marketing Communication
Part VIII. A Necessary Evil? Unintended Consequences of Interactive Marketing
39. Consumer Incivility in Virtual Spaces: Implications for Interactive Marketing Research and Practice
40. The Dark Side of Gamification in Interactive Marketing
41. Ethical Considerations in Gamified Interactive Marketing Praxis
42. Value Co-creation or Value Co-destruction? the Role of Negative Emotions in Consumer-Firm Interaction in the Social Media Platform
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