Scientific Essay from the year 2015 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 10 out of 10, , language: English, abstract: Targeting has proven to be more effective than the standard run-of-network advertising. However, primarily due to the vast aggregation of consumer data, it arouses certain privacy concerns among internet users. This study proposes the necessity of digital advertising regulation by the means of allowing consumers to opt out of online tracking. It is also argued that such regulations will not affect the advertising industry in a negative way due to the existence of the privacy paradox.
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.
Communications and personal information that are posted online are usually accessible to a vast number of people. Yet when personal data exist online, they may be searched, reproduced and mined by advertisers, merchants, service providers or even stalkers. Many users know what may happen to their information, while at the same time they act as though their data are private or intimate. They expect their privacy will not be infringed while they willingly share personal information with the world via social network sites, blogs, and in online communities. The chapters collected by Trepte and Reinecke address questions arising from this disparity that has often been referred to as the privacy paradox. Works by renowned researchers from various disciplines including psychology, communication, sociology, and information science, offer new theoretical models on the functioning of online intimacy and public accessibility, and propose novel ideas on the how and why of online privacy. The contributing authors offer intriguing solutions for some of the most pressing issues and problems in the field of online privacy. They investigate how users abandon privacy to enhance social capital and to generate different kinds of benefits. They argue that trust and authenticity characterize the uses of social network sites. They explore how privacy needs affect users’ virtual identities. Ethical issues of privacy online are discussed as well as its gratifications and users’ concerns. The contributors of this volume focus on the privacy needs and behaviors of a variety of different groups of social media users such as young adults, older users, and genders. They also examine privacy in the context of particular online services such as social network sites, mobile internet access, online journalism, blogs, and micro-blogs. In sum, this book offers researchers and students working on issues related to internet communication not only a thorough and up-to-date treatment of online privacy and the social web. It also presents a glimpse of the future by exploring emergent issues concerning new technological applications and by suggesting theory-based research agendas that can guide inquiry beyond the current forms of social technologies.
At the end of the PrimeLife EU project, a book will contain the main research results. It will address primarily researchers. In addition to fundamental research it will contain description of best practice solutions.
The era of "big data" has revolutionized many industries—including advertising. This is a valuable resource that supplies current, authoritative, and inspiring information about—and examples of—current and forward-looking theories and practices in advertising. The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era supplies a breadth of information on the theories and practices of new advertising, from its origins nearly a quarter of a century ago, through its evolution, to current uses with an eye to the future. Unlike most other books that focus on one niche topic, this two-volume set investigates the overall discipline of advertising in the modern context. It sheds light on significant areas of change against the backdrop of digital data collection and use. The key topics of branding, content, interaction, engagement, big data, and measurement are addressed from multiple perspectives. With contributions from experts in academia as well as the advertising and marketing industries, this unique set is an indispensable resource that is focused specifically on new approaches to and forms of advertising. Readers will gain an understanding of the distinct shifts that have taken place in advertising. They will be able to build their knowledge on frameworks for navigating and capitalizing on today's fragmented, consumer-focused, digital media landscape, and they will be prepared for what the future of advertising will likely bring.
Big Data and Decision-Making: Applications and Uses in the Public and Private Sector breaks down the concept of big data to reveal how it has become integrated into the fabric of both public and private domains, as well as how its value can ultimately be exploited.
In this book, Tobias Röding addresses the topic of technology use along different touchpoints in context of different services in retailing, both in offline and online retail, with a total of eight essays. In particular, the interaction of technology use and the frontline employee is also considered and a special focus is placed on aspects of data disclosure by customers. In this context, the essays concentrate in varying degrees on the social interaction between customer, frontline employee and a service-technology, as well as on the balancing of benefits and risks for the customer in a possible disclosure of personal information. Based on the essays' findings, implications for both practice and academia are provided..
Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing Part 2: Methodologies and Theories in Digital Marketing Part 3: Channels and Platforms in Digital Marketing Part 4: Tools, Tactics and Techniques in Digital Marketing Part 5: Management and Metrics in Digital Marketing Part 6: Ethical Issues in Digital Marketing
With the impact of globalization and intensification of information technology, the ideas and practices of enterprise management are also changing rapidly nowadays. A practice that was incompletely unheard of yesterday may soon become a model for everyone to learn from tomorrow. The development of information technology has blurred the boundaries between work and non-work, and employees today have more options to work from home. At the same time, the family structure has also become more diversified, with different types of income structures, bringing many possibilities for work and family care models. In addition, the government’s social policies, such as school-to-work transitional regulations and the extended retirement age, suggest that people today may face a quite different labor market situation, compared to other generations. As individuals are facing longer and more complicated working life, it is very important to ensure their long-term employability by creating a healthy and successful career.
Privacy is one of the most urgent issues associated with information technology and digital media. This book claims that what people really care about when they complain and protest that privacy has been violated is not the act of sharing information itself—most people understand that this is crucial to social life —but the inappropriate, improper sharing of information. Arguing that privacy concerns should not be limited solely to concern about control over personal information, Helen Nissenbaum counters that information ought to be distributed and protected according to norms governing distinct social contexts—whether it be workplace, health care, schools, or among family and friends. She warns that basic distinctions between public and private, informing many current privacy policies, in fact obscure more than they clarify. In truth, contemporary information systems should alarm us only when they function without regard for social norms and values, and thereby weaken the fabric of social life.
