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This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
These proceedings represent the work of contributors to the 11th European Conference on Social Media (ECSM 2024), hosted by the University of Brighton, UK on 30-31 May 2024. The Conference and Programme Chair is Dr Panagiotis Fotaris from the University of Brighton. ECSM is now a well-established event on the academic research calendar and now in its 11th year the key aim remains the opportunity for participants to share ideas and meet the people who hold them. The scope of papers will ensure an interesting two days. The subjects covered illustrate the wide range of topics that fall into this important and ever-growing area of research.
This textbook shows how cities, regions and countries adopt branding strategies similar to those of leading household brand names in an effort to differentiate themselves and emotionally connect with potential tourists. It asks whether tourist destinations get the reputations they deserve and uses topical case studies to discuss brand concepts and challenges. It tackles how place perceptions are formed, how cities, regions and countries can enhance their reputations as creative, competitive destinations, and the link between competitive identity and strategic tourism policy making.
Now in its second edition, Mobile and Social Media Journalism continues to be an essential resource for learning how journalists and news organizations use mobile and social media to gather news, distribute content, and engage with audiences. Merging theory and practice, the book includes checklists and practical activities in every chapter, enabling readers to immediately build the mobile and social media skills that today’s journalists need and which news organizations expect. The second edition retains a focus on journalism’s core values, such as authentication, verification, and credibility, while guiding readers on how to apply them to digital media activities. The book also offers an in-depth discussion of the audience’s active role in producing content, how mobile devices and social media have changed the way the audience consumes news, and what these changes mean for journalists. Updated to address the latest trends in multimedia journalism, the second edition includes two new chapters: "Writing mobile-friendly web stories" and "The spread of fake news". This is a valuable resource for journalism students, as well as media professionals seeking to update their skills. The book also features a companion website at www.mobileandsocialmediajournalism.com, providing online resources for students and lecturers, including video tutorials, industry news, and sample assignments. The book’s Twitter account (@MobileJourn) and Facebook page (fb.com/MobileandSocialMediaJournalism) share the latest industry trends and offer tips for teaching the topic.
The growth of new technologies, internet, virtualization, and the globalization of production and consumption has given focus on new marketing strategies in the cyber era. This has shaped a demand for an innovative conceptual framework for the marketing industry. Marketing in the Cyber Era: Strategies and Emerging Trends brings together best practices and innovative approaches for effective marketing in today’s economy. Stressing the importance of structure, strategy, leadership, and marketing in the Cyber Era; this book is a useful tool for upper-level students, researchers, academicians, professionals and practitioners, scientists, and executive managers of marketing in profit and non-profit organizations.
"This book provides the most up-to-date research findings and future directions for customer relationship management in contemporary enterprises, covering a wide range of topics such as management issues, innovative ideas, state-of-the-art business applications, and evaluation of social media products and services"--Provided by publisher.
As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of hypercompetition. Transcultural Marketing for Incremental & Radical Innovation provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories. This publication will prove to be helpful for scholars, practitioners, and university students who wish to better understand the importance of marketing products and services across different cultures and multiple languages.
Social media pervades people’s awareness and everyday lives while also influencing societal and cultural patterns. In response to the social media age, advertising agents are creating new strategies that best suit changing consumer relationships. The Handbook of Research on Effective Advertising Strategies in the Social Media Age focuses on the radically evolving field of advertising within the new media environment. Covering new strategies, structural transformation of media, and changing advertising ethics, this book is a timely publication for policymakers, government officials, academicians, researchers, and school practitioners interested in furthering their research exposure and analyzing the rapidly evolving advertising sector and its reflection on social media.
Welcome to the forefront of knowledge with Cybellium, your trusted partner in mastering the cutting-edge fields of IT, Artificial Intelligence, Cyber Security, Business, Economics and Science. Designed for professionals, students, and enthusiasts alike, our comprehensive books empower you to stay ahead in a rapidly evolving digital world. * Expert Insights: Our books provide deep, actionable insights that bridge the gap between theory and practical application. * Up-to-Date Content: Stay current with the latest advancements, trends, and best practices in IT, Al, Cybersecurity, Business, Economics and Science. Each guide is regularly updated to reflect the newest developments and challenges. * Comprehensive Coverage: Whether you're a beginner or an advanced learner, Cybellium books cover a wide range of topics, from foundational principles to specialized knowledge, tailored to your level of expertise. Become part of a global network of learners and professionals who trust Cybellium to guide their educational journey. www.cybellium.com
Socialize Your Patient Engagement Strategy makes the case for a fundamentally new approach to healthcare communication; one that mobilizes patients, healthcare professionals and uses new media to enable gathering, sharing and communication of information to achieve patient-centricity and provide better value for both organizations (in terms of profit) and patients (in terms of better service and improved health). Letizia Affinito and John Mack focus on three priority areas for actions: Improving Health Literacy (e.g. web sites; targeted mass digital campaigns), Improving Self-care (e.g. self-management education; self-monitoring; self-treatment), Improving Patient Safety (e.g. adherence to treatment regimens; equipping patients for safer selfcare). The authors explain the healthcare context to the digital communications revolution; the emerging digital marketing and communications techniques that enable this revolution and the core elements behind a patient-driven digital strategy. Drawing on the authors’ research and consulting practices, as well as on the practical experience of managers in medium-large companies worldwide, the book provides a proven framework for improving the development and implementation of patient-centered digital communication programs in healthcare organizations. It is an engaging how-to/how-not-to book which includes tips, advice, and critical reviews that every stakeholder dealing with the healthcare system must have in order to participate in the evolving healthcare system and be more active in making strategic patient-centered choices. Socialize Your Patient Engagement Strategy includes interviews with experts and leading case histories of successful digital communication programs in the healthcare arena. While there are books that focus on specific healthcare communicators within different types of organizations, in their book the authors recognize that effective patient-centric communication crosses all organizational boundar