UID:
almahu_9949385834102882
Format:
1 online resource
ISBN:
9781000640410
,
1000640418
,
9781003315377
,
1003315372
,
9781000640441
,
1000640442
Content:
This book studies the use of digital marketing across the economic, social, and political sectors of India. It looks at diverse areas of business and non-business activities involving the use of digital platforms to augment marketing initiatives and improve reach, sales, and social media engagement. The volume analyses various themes including viral marketing, influencer marketing, webrooming behaviour, online impulse buying, telemedicine, social media advertising, and app-based cab services. It examines the role of digital marketing in creating a positive and favourable brand image for organizations by advertising their social responsiveness on social media and studies the influence of political brand value on social media activities. The authors also provide insight into changing trends within consumer behaviour, reflect on future challenges within the field, and highlight areas of growth. An important contribution to the study of new and emerging marketing practices, the book will be indispensable for students, researchers, and teachers of communication, marketing, brand management, social media marketing, advertising, e-business, digital humanities, and consumer behaviour.
Additional Edition:
Print version: ISBN 036713750X
Additional Edition:
ISBN 9780367137502
Language:
English
Keywords:
Electronic books.
;
Aufsatzsammlung
DOI:
10.4324/9781003315377
URL:
https://www.taylorfrancis.com/books/9781003315377
Bookmarklink
