The Palgrave Handbook of Interactive Marketing 1st edition Cheng Lu Wang

The Palgrave Handbook of Interactive Marketing 1st edition Cheng Lu Wang – Ebook Instant Download/Delivery ISBN(s): 9783031149603,9783031149610,3031149602,3031149610

Product details:

• ISBN 10:3031149610
• ISBN 13:9783031149610
• Author: Cheng Lu Wang

Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world.

This book provides a timely and comprehensive textbook companion and/or course project resource for college educators and students used for variety of graduate and undergraduate marketing courses, such as Digital Marketing, Internet Marketing, Social Media Marketing, New Media Communication, Marketing Analytics and Marketing Management, etc. It offers valuable references for academic researchers who are interesting conducting and publishing in interactive marketing research. The state-of-art review and emerging new trends presented in the book are particularly useful for research idea generation and conceptual development. The book also putts forward insightful guidelines and practical tools for business management in the application of new interactive marketing strategies and applications in the real world practices.

 

Table contents:

1. Interactive Marketing is the New Normal

Part I. Advancement of Interactive Marketing: An Overview

2. Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review

3. From Direct Marketing Toward Interactive Marketing: The Evolving Interactive Marketing Tools

4. Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review

5. Interactive Digital Marketing Mechanisms: The Significance in Digital Transformation

6. Empowering Consumers in Interactive Marketing: Examining the Role of Perceived Control

7. How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Directions

 

Part II. Technology Development and Interactive Marketing

8. Technological Innovations in Interactive Marketing: Enhancing Customer Experience at the New Retail Age

9. The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-Brand Relationship

10. How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience Between Customer and Smart Object

11. The Physical Presence and Relationship Distance for Efficient Consumer–AI-Business Interactions and Marketing

12. Humanizing Chatbots for Interactive Marketing

13. Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing

 

Part III. Interactivity in the Virtual World

14. Augmented Reality in Interactive Marketing: The State-Of-The-Art and Emerging Trends

15. Interactive Marketing with Virtual Commerce Tools: Purchasing Right Size and Fitted Garment in Fashion Metaverse

16. Virtual Influencer as a Brand Avatar in Interactive Marketing

17. Sentimental Interaction with Virtual Celebrities: An Assessment from Customer-Generated Content

18. The Conceptualization of “Presence” in Interactive Marketing: A Systematic Review of 30 Years of Literature

 

Part IV. Platform Revolution and Customer Participation

19. The Platform Revolution in Interactive Marketing: Increasing Customer-Brand Engagement on Social Media Platforms

20. When in Rome, Do as the Romans Do: Differences of Interactive Behaviors Across Social Media Networks

21. Enhancing Customer–Brand Interaction: Customer Engagement on Brand Pages of Social Networking Sites

22. Live Streaming as an Interactive Marketing Media: Examining Douyin and Its Constructed Value and Cultural Preference of Consumption in E-commerce

23. Interactive Experience of Collaborative Online Shopping: Real-Time Interaction and Communication

 

Part V. E-WOM and Influencer Marketing in the Interactive Era

24. Reconceptualizing eWOM Communication: An Interactive Perspective

25. Complaint Handling and Channel Selection in the Interactive Marketing Era

26. What Do We Know About Influencers on Social Media? Toward a New Conceptualization and Classification of Influencers

27. Influencer Marketing: A Triadically Interactive Relationship Between Influencers, Followers, and Brands

28. Optimising the Effect of Influencer Marketing: Exploring Consumers’ Interaction with Different Influencer Types on Instagram

 

Part VI. Predictive Analytics and Personalized Targeting

29. Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction?

30. AI-Based Recommendation Systems: The Ultimate Solution for Market Prediction and Targeting

31. Deep Learning Applications for Interactive Marketing in the Contemporary Digital Age

32. Personalized Recommendation During Customer Shopping Journey

33. Location-Based Proximity Marketing: An Interactive Marketing Perspective

 

Part VII. Practical Implications of Interactive Marketing

34. Customer Interactive Experience in Luxury Retailing: The Application of AI-Enabled Chatbots in the Interactive Marketing

35. Engaging and Entertaining Customers: Gamification in Interactive Marketing

36. Interactive Experience of Physical Servicescape and Online Servicescape: A Review and Future Research

37. The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution from Physical Touch to Digital Touch

38. It’s Fun to Play: Emoji Usage in Interactive Marketing Communication

 

Part VIII. A Necessary Evil? Unintended Consequences of Interactive Marketing

39. Consumer Incivility in Virtual Spaces: Implications for Interactive Marketing Research and Practice

40. The Dark Side of Gamification in Interactive Marketing

41. Ethical Considerations in Gamified Interactive Marketing Praxis

42. Value Co-creation or Value Co-destruction? the Role of Negative Emotions in Consumer-Firm Interaction in the Social Media Platform

 

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