Digital and Social Media Marketing

1. Front Matter

   Pages i-xv

   PDF

2. Social Media Marketing

   1. Front Matter

      Pages 1-1

      PDF

   2. Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research

      • Banita Lal, Elvira Ismagilova, Yogesh K. Dwivedi, Shirumisha Kwayu

      Pages 3-17

   3. The Effect of Fashion e-Blogs on Women’s Intention to Use

      • Pantea Foroudi, Alireza Nazarian, Ulfat Aziz

      Pages 19-40

   4. Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-creation: A Theoretical Analysis

      • Raed Salah Algharabat, Nripendra P. Rana, Ali Abdallah Alalwan, Abdullah Mohammed Baabdullah

      Pages 41-55

   5. Exploring the Demographic Differences on Customers’ Adoption of Social Commerce in Saudi Arabia

      • Salma S. Abed, Shaza W. Ezzi

      Pages 57-66

   6. Developing a Research Instrument to Study the Impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping

      • Radhika Sharma, Vandana Ahuja, Shirin Alavi

      Pages 67-81

   7. A Qualitative Exploration of Consumers’ Pro-environmental Behaviours: Identifying Emerging Themes

      • Hawazin Alzubaidi

      Pages 83-94

   8. Materialism Effect on Apparel Collaborative Consumption Platform Usage: A Research Proposal

      • Zainah Qasem, Raed Algharabat, Ali Abdallah Alalwan, Doa’a Hajawi

      Pages 95-105

3. Social Media Analytics

   1. Front Matter

      Pages 107-107

      PDF

   2. Persona Classification of Celebrity Twitter Users

      • Aastha Kaul, Vatsala Mittal, Monica Chaudhary, Anuja Arora

      Pages 109-125

   3. Comparing SERVQUAL for Transportation Services in the Sharing Economy for Emerging Markets: Insights from Twitter Analytics

      • Saroj Bijarnia, P. Vigneswara Ilavarasan, Arpan Kumar Kar

      Pages 127-134

4. Emerging Technology and Digital Marketing

   1. Front Matter

      Pages 135-135

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   2. Using AI to Personalise Emotionally Appealing Advertisement

      • Emmanuel Mogaji, Sunday Olaleye, Dandison Ukpabi

      Pages 137-150

   3. The Importance of App Store Optimization (ASO) for Hospitality Applications

      • Juana María Padilla-Piernas, María Concepción Parra-Meroño, Miguel Ángel Beltrán-Bueno

      Pages 151-161

   4. Psychological Analytics Based Technology Adoption Model for Effective Educational Marketing

      • Arghya Ray, Pradip Kumar Bala, Shilpee A. Dasgupta

      Pages 163-174

   5. Smart Cities and Marketing: The Female-Relational-Orientation

      • Carl H. D. Steinmetz

      Pages 175-195

   6. Examining the Underlying Attitudinal Components Driving Technology Adoption, Adaptation Behaviour and Outcome in Entirety

      • Syed S. Muhammad, Bidit Dey, Sharifah Alwi, Mujahid Mohiuddin Babu

      Pages 197-226

5. Digital Marketing: Case Studies and Practitioner Experiences

   1. Front Matter

      Pages 227-227

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   2. Considerations on Global Social Media Marketing

      • Esther Curiel

      Pages 229-237

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.

• Digital Marketing
• Digital Advertising
• Social Media
• Social Media Marketing
• Information and Communication Technology
• ICT
• E-Mail Marketing
• Search Engine Marketing
• Search Engine Advertising
• Search Engine Optimization
• SEO
• Electronic Word of Mouth
• eWom
• Online Advertising

“Through this book, ‘Digital and Social Media Marketing: Emerging Applications and Theoretical Development’ readers can be awarded and informed, and can learn a number of perspectives, strategies and techniques. … If you are interested in AI, machine learning, deep learning, and smartness, this book also can provide different angles from marketing perspectives so that you can apply the techniques more broadly. I am sure that the rich information and knowledge provided by this book will bring you abundant benefits.” (Hsuan Hsu, Information Technology & Tourism, Vol. 24 (1), 2022)

• School of Management, University of Bradford, Bradford, UK

  Nripendra P. Rana

• School of EFM, University of Bristol, Bristol, UK

  Emma L. Slade

• School of Management Studies, Motilal Nehru National Institute of Technology, Prayagraj, India

  Ganesh P. Sahu

• Faculty of Management, Law and Social Sciences, University of Bradford, Bradford, UK

  Hatice Kizgin

• School of Business, Saint Louis University, St. Louis, USA

  Nitish Singh

• Brunel Business School, Brunel University London, Uxbridge, UK

  Bidit Dey

• Business & Management, Regent’s University London, London, UK

  Anabel Gutierrez

• EMaRC, School of Management, Swansea University, Swansea, UK

  Yogesh K. Dwivedi

Nripendra P. Rana is a Professor in Digital Marketing and the Head of International Business, Marketing & Branding (IBMB) Research Centre at the School of Management, University of Bradford, UK. His current research interests focus primarily upon adoption of emerging and cutting-edge technology, such as e-government, m-government, e-commerce, m-commerce systems and digital and social media marketing. He is an Associate Editor for International Journal of Information Management and Global Journal of Flexible Systems Management. Professor Rana is also a Senior Fellow of the Higher Education Academy (SFHEA).



Emma L. Slade is a Lecturer in Marketing at the School of Management, University of Bristol, UK. Emma’s research and teaching interests revolve around digital technologies and consumer behaviour. Emma was also Programme Co-Chair of the 15th IFIP I3E Conference on ‘Social Media: The Good, the Bad, and the Ugly’ and has co-edited several journal special issues.



Ganesh Prasad Sahu is a Professor and Head of the School of Management Studies at Motilal Nehru National Institute of Technology Allahabad, Pryagraj, India. His research interests are in the areas of MIS, E-governance, Green Information Systems, and related areas.



Hatice Kizgin is a Senior Lecturer in Marketing and REF environment Deputy Lead at Swansea University, UK. Her research has investigated immigrants’ consumer behaviour and their acculturation trends. Her special research interest is into the non- Western communities with a strong positivist approach to research.

Nitish Singh is a Professor of International Business at the Boeing Institute of International Business, Saint Louis University. His research interests span the areas of global e-commerce, localization, cross-cultural consumer behavior, sustainability and ethics.

Bidit L. Dey is a Senior Lecturer in marketing and MBA Director at Brunel Business School, Brunel University London. His research interest revolves around the adoption and use of technologies at the bottom of the economic pyramid and acculturation of ethnic communities in multicultural environments. He is also a member of the British Association for South Asian Studies (BASAS), Academy of Marketing (AM), British Academy of Management (BAM) and Chartered Institute of Marketing (CIM) and the Co-Chair of the Qualitative Inquiry SIG at the Academy of Marketing.



Anabel Gutierrez is a Senior Lecturer in Digital Marketing at the University of Kent with over 25 years of academic experience which she has balanced with industrial practice gained from consultancy work in IT projects for both private and public sectors. Her research interest areas are in innovation and adoption of emerging technologies for the digital economy with particular interest on data privacy concerns, the use of data to understand consumer behaviour and how to improve data-driven decision making. Currently, she is a member of the SAS UK & Ireland Academic Advisory Board.

Yogesh K. Dwivedi is a Professor of Digital Marketing and Innovation, the University Dean of Academic Leadership (REF Research Environment), Founding Director of the Emerging Markets Research Centre (EMaRC) and Co-Director of Research at the School of Management, Swansea University, Wales, UK. Professor Dwivedi is also currently leading the International Journal of Information Management as its Editor-in-Chief. His research interests are at the interface of Information Systems (IS) and Marketing, focusing on issues related to consumer adoption and diffusion of emerging digital innovations, digital government, and digital marketing particularly in the context of emerging markets. Professor Dwivedi is an Associate Editor of the European Journal ofMarketing, Government Information Quarterly and International Journal of Electronic Government Research, and Senior Editor of the Journal of Electronic Commerce Research.

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