The Palgrave Handbook of Interactive Marketing

The Palgrave Handbook of Interactive Marketing

Dades bibliogràfiques
Autor corporatiu: SpringerLink (Online service)
Altres autors: Wang, Cheng Lu (Editor)
Sumari:L, 1048 p. 155 illus., 123 illus. in color.
text
Idioma:anglès
Publicat: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2023.
Edició:1st ed. 2023.
Matèries:
Marketing.
Telemarketing.
Internet marketing.
Consumer behavior.
Branding (Marketing).
Digital Marketing.
Consumer Behavior.
Branding.
Accés en línia:https://doi.org/10.1007/978-3-031-14961-0
Format: Electrònic Llibre
Taula de continguts:
  • Part 1: Advancement of Interactive Marketing: An Overview
  • Chapter 1: Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review
  • Chapter 2: From Direct Marketing Towards Interactive Marketing: The Evolving Interactive Marketing Tools
  • Chapter 3: Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review
  • Chapter 4: Interactive Digital Marketing Mechanisms: The Significance in Digital Transformation
  • Chapter 5: Empowering Consumers in Interactive Marketing: Examining the Role of Perceived Control
  • Chapter 6: How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Direction
  • Part 2: Technology Development and Interactive Marketing
  • Chapter 7: Technological Innovations in Interactive Marketing: Enhancing Customer Experience at the New Retail Age
  • Chapter 8: The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-brand Relationship
  • Chapter 9: How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience between Customer and Smart Object
  • Chapter 10: The Physical Presence and Relationship Distance for Efficient Consumer-AI-business Interactions and Marketing
  • Chapter 11: Humanizing Chatbots for Interactive Marketing
  • Chapter 12: Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing
  • Part 3: Interactivity in the Virtual World
  • Chapter 13: Augmented Reality in Interactive Marketing: The State-of-the-Art and Emerging Trends
  • Chapter 14: Interactive Marketing with Virtual Commerce Tools: Purchasing Right Size and Fitted Garment in Fashion Metaverse
  • Chapter 15: Virtual Influencer As a Brand Avatar in Interactive Marketing
  • Chapter 16: Sentimental Interaction with Virtual Celebrities: An Assessment from Customer-Generated Content
  • Chapter 17: The Conceptualization of “Presence” in Interactive Marketing: A Systematic Review of 30 Years of Literature
  • Part 4: Platform Revolution and Customer Participation
  • Chapter 18: The Platform Revolution in Interactive Marketing: Increasing Customer-Brand Engagement on Social Media Platforms
  • Chapter 19: When in Rome, Do as the Romans do: Differences of Interactive Behaviors Across Social Media Networks
  • Chapter 20: Enhancing Customer-Brand Interaction: Customer Engagement on Brand Pages of Social Networking Sites
  • Chapter 21: Livestreaming as An Interactive Marketing Media: Examining Douyin and Its Constructed Value and Cultural Preference of Consumption In E-commerce
  • Chapter 22: Interactive Experience of Collaborative Online Shopping: Real-time Interaction and Communication
  • Part 5: E-WOM and Influencer Marketing in the Interactive Era
  • Chapter 23: Reconceptualizing eWOM Communication: An Interactive Perspective
  • Chapter 24: Complaint Handling and Channel Selection In the Interactive Marketing Era
  • Chapter 25: What Do We Know About Influencers on Social Media? Toward a New Conceptualization and Classification of Influencer
  • Chapter 26: Influencer Marketing: A Triadically Interactive Relationship Between Influencers, Followers, and Brands
  • Chapter 27: Optimizing the Effect of Influencer Marketing: Exploring Consumers’ Interaction with Different Influencer Types on Instagram
  • Part 6: Predictive Analytics and Personalized Targeting
  • Chapter 28: Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction?
  • Chapter 29: AI-Based Recommendation System: The Ultimate Solution For Market Prediction and Targeting
  • Chapter 30: Deep Learning Applications for Interactive Marketing In the Contemporary Digital Age
  • Chapter 31: Personalized Recommendation During Interactive Shopping Journey
  • Chapter 32: Location-Based Proximity Marketing:An Interactive Marketing Perspective
  • Part 7: Practical Implications of Interactive Marketing
  • Chapter 33: Customer Interactive Experience in Luxury Retailing: The Application of AI-Enabled Chatbots in the Interactive Marketing
  • Chapter 34 Engaging and Entertaining Customers: Gamification in Interactive Marketing
  • Chapter 35: Interactive Experience of Physical Servicescape and Online Servicescape: A Review and Future Research
  • Chapter 36: The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution From Physical Touch to Digital Touch
  • Chapter 37: It’s Fun to Play: Emoji Usage in Interactive Marketing Communication
  • Part 8: A Necessary Evil? Unintended Consequences of Interactive marketing
  • Chapter 38: Consumer Incivility In Virtual Spaces: Implications for Interactive Marketing Research and Practice
  • Chapter 39: The Dark Side of Gamification in Interactive Marketing
  • Chapter 40: Ethical Considerations in Gamified Interactive Marketing Praxis
  • Chapter 41: 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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