Encouraging Participative Consumerism Through Evolutionary Digital Marketing: Emerging Research and Opportunities

ISBN13: 9781683180128|ISBN10: 1683180127|EISBN13: 9781683180173

DOI: 10.4018/978-1-68318-012-8

MLA

Kaufmann, Hans Ruediger, and Agapi Manarioti. Encouraging Participative Consumerism Through Evolutionary Digital Marketing: Emerging Research and Opportunities. IGI Global, 2017. https://doi.org/10.4018/978-1-68318-012-8

APA

Kaufmann, H. R. & Manarioti, A. (2017). Encouraging Participative Consumerism Through Evolutionary Digital Marketing: Emerging Research and Opportunities. IGI Global. https://doi.org/10.4018/978-1-68318-012-8

Chicago

Kaufmann, Hans Ruediger, and Agapi Manarioti. Encouraging Participative Consumerism Through Evolutionary Digital Marketing: Emerging Research and Opportunities. Hershey, PA: IGI Global, 2017. https://doi.org/10.4018/978-1-68318-012-8

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Technology has changed the buying and selling industry. Research of various consumer patterns can result in an increase of profits of organizations and corporations.

Encouraging Participative Consumerism Through Evolutionary Digital Marketing: Emerging Research and Opportunities is an authoritative reference source featuring the latest scholarly research on best practices of building relationships with online communities to engage consumers. Including various topics and perspectives such as consumer behavior, social media, and search engine optimization (SEO) this publication is ideally designed for professionals, researchers, and students seeking current research on the application of novel technologies in marketing.

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Front Materials

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Title Page

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Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series

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Preface

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Acknowledgment

Chapters

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Chapter 1

E-Marketing in a Digitalized World (pages 1-18)

In this first chapter, we introduce and discuss the fundamental terminology while exploring the distance between digital and traditional marketing. Although we strongly believe that there are no constants in today's dynamic...

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Chapter 2

Technological Background Knowledge to Use the Internet as a Marketing Tool (pages 19-53)

Websites are the cornerstone of digital marketing, the online premises of brands and companies, therefore, this chapter focuses on them. Making web design decisions stretches far beyond personal aesthetics, and there is compelling...

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Chapter 3

Consumers and Communities (pages 54-94)

The Internet has transferred the power from the brand to the customer, evolving the latter to a “prosumer” (pro-active consumer) that demands more access to the brand decision making process. This change calls for new politics inside...

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Chapter 4

Consumer Engagement in Social Media Platforms (pages 95-123)

If ‘to be social' is the sum of people's online interaction intentions, that can be monitored by marketers but not coerced, how can we make best use of these powerful new media? The answer lies in understanding the internal...

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Chapter 5

Content is King: The Role of Content Management in Online Marketing (pages 124-154)

This chapter is dedicated to the fledging issue of content, in terms of the different types of media and information posted on the social media and relevant platforms to broadcast the brand messages and to engage the consumers. This...

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Chapter 6

Towards an Integrated Online-Offline Marketing Design: Integrating Knowledge Management, Multi-Channel Marketing, Big Data, and Customer Analytics (pages 155-199)

Based on a variety of industries, this final chapter aims to provide a coherent helicopter view on interrelated topics in the field of digital marketing integrated with traditional marketing approaches. It combines a body of academic...

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Encouraging Participative Consumerism Through Evolutionary Digital Marketing: Emerging Research and Opportunities

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