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The SAGE Handbook of Digital Marketing

The SAGE Handbook of Digital Marketing

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Electronic Marketing | Marketing

June 2022 | 592 pages | SAGE Publications Ltd

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

Part 1: Foundations of Digital Marketing
Annmarie Hanlon & Tracy L. Tuten
Chapter 1: Introduction to Digital Marketing
Julia Wolny
Chapter 2: Customer Journey as Participatory Service Ecosystem
Ann Torres & Áine Doherty
Chapter 3: Experiential Marketing in a Digital Era
Declan Scully
Chapter 4: Marketing Automation: A Design Perspective
Leon Michael Caesarius & Jukka Hohenthal
Chapter 5: Big Data Marketing: Context and Affordances
Part 2: Methodologies and Theories in Digital Marketing
Daiane Scaraboto & Marcia Christina Ferreira
Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research
Vasilis Theoharakis & Nikos Mylonopoulus
Chapter 7: The Technology Acceptance Model: Antecedents and Consequences
Paolo Franco
Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing
Hongfei Liu, Ahmed Shaalan, & Chanaka Jayawardhena
Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours
Marcia Christina Ferreira & Daiane Scaraboto
Chapter 10: Qualitative Insights for Digital Marketing
Part 3: Channels and Platforms in Digital Marketing
Alanah Malkani
Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy
Desmond Laffey
Chapter 12: Price Comparison Websites
Aras Alkis
Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics
Bairbre Brennan
Chapter 14: The Relationship between Ecommerce and Social Commerce: Subest, Evolution or New Paradigm?
Lara Stocchi
Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales
Sereikhuoch Eng
Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality
Part 4: Tools, Tactics and Techniques in Digital Marketing
Nadia Steils & Salwa Hanine
Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies
Inna Piven
Chapter 18: Digital Content Marketing
Ramaprasad M. Unni
Chapter 19: Programmatic Advertising
Diana Gavilan
Chapter 20: The Role of Push Notifications
Ahmed Shaalan, Marwa E. Tourky, & Khaled Ibrahim
Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age
Alice Zoghaib
Chapter 22: Voice Marketing
Part 5: Management and Metrics in Digital Marketing
Jeremy Harris Lipschultz
Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing
David W. Peck
Chapter 24: Key Factors in Online Community Management
Wolfgang Weitzl
Chapter 25: Love, Hate and Everything in Between: Online Complainants' Emotions during Service Recovery Episodes
Sarah Turnbull
Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda
Part 6: Ethical Issues in Digital Marketing
Sarah Quinton & Nina Reynolds
Chapter 27: Research Ethics in Digital and Social Media Marketing Research
David Lynn Painter & Raghabendra Pratap KC
Chapter 28: Managing the Message, from Fake News to Filter Bubbles
Peter O'Connor
Chapter 29: Brandjacking in Paid Search: An unresolved problem
Sven Tuzovic
Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy
Christelle Aubert-Hassouni & Julien Cloarec
Chapter 31: Privacy Regulation in the Age of Artificial Intelligence

Annmarie Hanlon

Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations.Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors’ award for the best worldwide results. As an early adopter, working in ‘online marketing’ since 1990, Dr Hanlon is a Fellow of the Chartered Institute... More About Author

Tracy L. Tuten

Tracy L. Tuten is a professor of marketing at Sofia University, USA and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field.Dr. Tuten’s publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the... More About Author

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