Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications
Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications

Author: Management Association, Information Resources

Publisher: IGI Global

Published: 2018-01-05

Total Pages: 1755

ISBN-13: 1522551883

DOWNLOAD EBOOK

Consumer interaction and engagement are vital components to help marketers maintain a lasting relationship with their customers. To achieve this goal, companies must utilize current digital tools to create a strong online presence. Digital Marketing and Consumer Engagement: Concepts, Methodologies, Tools, and Applications is an innovative reference source for the latest academic material on emerging technologies, techniques, strategies, and theories in the promotion of brands through forms of digital media. Highlighting a range of topics, such as mobile commerce, brand communication, and social media, this multi-volume book is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Digital and Social Media Marketing
Digital and Social Media Marketing

Author: Nripendra P. Rana

Publisher: Springer Nature

Published: 2019-11-11

Total Pages: 337

ISBN-13: 3030243745

DOWNLOAD EBOOK

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.

Virtual Reality
Virtual Reality

Author: Tang Xinxing

Publisher: BoD – Books on Demand

Published: 2012-09-05

Total Pages: 322

ISBN-13: 9535107216

DOWNLOAD EBOOK

At present, the virtual reality has impact on information organization and management and even changes design principle of information systems, which will make it adapt to application requirements. The book aims to provide a broader perspective of virtual reality on development and application. First part of the book is named as "virtual reality visualization and vision" and includes new developments in virtual reality visualization of 3D scenarios, virtual reality and vision, high fidelity immersive virtual reality included tracking, rendering and display subsystems. The second part named as "virtual reality in robot technology" brings forth applications of virtual reality in remote rehabilitation robot-based rehabilitation evaluation method and multi-legged robot adaptive walking in unstructured terrains. The third part, named as "industrial and construction applications" is about the product design, space industry, building information modeling, construction and maintenance by virtual reality, and so on. And the last part, which is named as "culture and life of human" describes applications of culture life and multimedia-technology.

Augmented Reality and Virtual Reality
Augmented Reality and Virtual Reality

Author: M. Claudia tom Dieck

Publisher: Springer Nature

Published: 2021-05-04

Total Pages: 314

ISBN-13: 303068086X

DOWNLOAD EBOOK

This book features the latest research in the area of immersive technologies, presented at the 6th International Augmented Reality and Virtual Reality Conference, held in online in 2020. Bridging the gap between academia and industry, it presents the state of the art in augmented reality (AR) and virtual reality (VR) technologies and their applications in various industries such as marketing, education, health care, tourism, events, fashion, entertainment, retail and the gaming industry. The book is a collection of research papers by prominent AR and VR scholars from around the globe. Covering the most significant topics in the field of augmented and virtual reality and providing the latest findings, it is of interest to academics and practitioners alike.

Socio-Economic Perspectives on Consumer Engagement and Buying Behavior
Socio-Economic Perspectives on Consumer Engagement and Buying Behavior

Author: Kaufmann, Hans Ruediger

Publisher: IGI Global

Published: 2017-01-18

Total Pages: 441

ISBN-13: 1522521402

DOWNLOAD EBOOK

In modern business practices, marketing dimensions are changing with new opportunities appearing in consumer behavioral contexts. By studying consumer activities, businesses can better engage and retain current and new customers. Socio-Economic Perspectives on Consumer Engagement and Buying Behavior is a comprehensive reference source on new innovative dimensions of consumer behavioral studies and reveals different conceptual and theoretical frameworks. Featuring expansive coverage on a number of relevant topics and perspectives, such as green products, automotive technology, and anti-branding, this book is ideally designed for students, researchers, and professionals seeking current research on the dimensions of consumer engagement and buying behavior.

The Reality of Virtuality
The Reality of Virtuality

Author: Kirsten Cowan

Publisher: Walter de Gruyter GmbH & Co KG

Published: 2023-04-27

Total Pages: 201

ISBN-13: 3110980592

DOWNLOAD EBOOK

Virtual Reality (VR) technology has become more sophisticated and widespread. Consumers embrace it for gaming and entertainment. New industries are using it to showcase their products and services, with VR experiences becoming more immersive and realistic than ever. Where does VR fit into your marketing strategy? How can your brand use it to leave a lasting impression on users? And how can your brand utilize VR to interact with your target market to improve consumer engagement and loyalty? The Reality of Virtuality is both practitioner-oriented and evidence-based, showing marketing managers in the B2C and B2B sectors how to design a compelling VR marketing strategy and leverage it for their brand. It discusses how to select the appropriate VR type dependent on resources, technology, and audience. It shows how to align the VR experience with marketing objectives and how to create a purpose-driven VR experience to ensure it is engaging and meaningful. Lastly, it shows how to incorporate VR into the consumer journey, ways to reach consumers before the VR experience, and the long-lasting effects after it. The authors use examples, references, and industry expert opinions throughout, giving marketers a solid foundation for their VR endeavours.

Insights, Innovation, and Analytics for Optimal Customer Engagement
Insights, Innovation, and Analytics for Optimal Customer Engagement

Author: Nagaraj, Samala

Publisher: IGI Global

Published: 2021-02-12

Total Pages: 334

ISBN-13: 1799839206

DOWNLOAD EBOOK

Engaging customers has become an effective strategy of marketers for improving customer-brand relationships as customer engagement is a perfect predictor of organic growth. Aggressive sales promotions, advertising campaigns, rewards, discounts, and more may attract a customer, but customer engagement creates an emotional connection with the brands/firms/services, which drives customer loyalty and long-term profitability. This has become much more applicable and effective with the use of social media platforms and the increased access of internet. Moreover, the implementation of customer analytics to measure engagement activities has provided marketers with more insights for improving services. Insights, Innovation, and Analytics for Optimal Customer Engagement is an advanced reference book that covers the latest emerging research in customer engagement and includes underlying theories, innovative methods, a review of existing literature, engagement analytics, and insights for marketers with reference to customer engagement. The book covers various product categories, industries, and sectors that are working to engage customers in inventive and creative ways. This book is a comprehensive reference tool for marketers, brand managers, social media specialists, advertisers, managers, executives, academicians, researchers, practitioners, and students interested in gaining comprehensive knowledge about customer engagement and the latest advancements in the field.