In the future, shopping will be greatly influenced by a combination of localization issues, mobile internet at the point of sale, and use of social networks. This book focuses on the ‘SoLoMo synergies’ that arise from this paradigm shift in future shopping, which also promises new and...

User generated branding (UGB) as a field of study -- Theoretical basis for the development of a UGB reference framework -- Specification of UGB -- Development of the explanatory UGB model -- Empiric model validation and hypothesis testing -- Summary, critical consideration and outlook

Cover; Half Title; Title Page; Copyright Page; Dedication Page; Table of Contents; List of Figures; List of Tables; Acknowledgements; Preface; Chapter 1 Citizen relationship management by the Government of India through social media channels; Introduction; Review of the literature; Methodology; Analysis;...

Influencer Marketing - eine Bestandsaufnahme -- Wie sieht das Marketing im Influencer Zeitalter aus? -- Markenstrategischer Fit im Influencer Marketing: Die Marke im Spannungsfeld zwischen Kontinuität und Freiheit -- Influencer Marketing ist nicht nur Instagram -- Wie tickt TikTok - der neue...

Wie sieht das Marketing im Influencer Zeitalter aus? -- Markenstrategischer Fit im Influencer Marketing: Die Marke im Spannungsfeld zwischen Kontinuität und Freiheit -- Influencer Marketing ist nicht nur Instagram -- Influencer in der B2B-Kommunikation -- Wie Unternehmen aus Micro-Influencern...

Dieses Buch erläutert fundiert und pragmatisch alle entscheidenden Erfolgsfaktoren des Influencer Marketings IBM sowohl für Unternehmen als auch für Influencer. Marketingprofis erfahren, wie sie Influencer Marketing bestmöglich in ihre Kommunikationsstrategie integrieren, wie sie die...

Chapter 1 Online Consumer Behavior and Marketing Channel -- 2 Mobile Marketing Channel.3 Scope of Short Messaging Service (SMS) as a Marketing Channel -- 4 Effective Mobile Channel -- 5 Design of the Mobile Channel Structure -- 6 Target Marketing and Development of the Communication Channel -- 7...

pt. 1. Consumer engagement with social media -- pt. 2. Branding and advertising issues in social media -- pt. 3. Measurement and interpretation issues in social media -- pt. 4. Public policy issues in social and digital media.

"This book explores the way the new channels and platforms emerging from the Internet use and how they affect our everyday interactions, particularly as they relate to meaning, growth, and recent trends, practices, issues, and challenges surrounding the world of modern marketing"--