The Palgrave handbook of interactive marketing.

• 資料種別: 図書
• ISBN: 3031149602; 9783031149603
• タイトル: The Palgrave handbook of interactive marketing.
• 巻次・部編番号: Volume 1 /
• 出版事項: Cham, Switzerland : : Palgrave Macmillan,
• 出版年月日等: [2023],
• 数量: l, 544 pages : ; 25 cm
• 寄与者: Cheng Lu Wang, editor.
• 本文の言語コード: eng
• NDC10版: 675 : マーケティング
• 対象利用者: 一般
• 一般注記: 1. Interactive marketing is the new normal / Cheng Lu Wang -- Part I: Advancement of interactive marketing : an overview. 2. Evolution of research in interactive marketing : a bibliometric and thematic review / Deepak Verma, Satish Kumar, and Divesh Kumar -- 3. From direct marketing toward interactive marketing : the evolving interactive marketing tools / Anne Moes, Marieke L. Fransen, Tibert Verhagen, and Bob Fennis -- 4. Bridging the theory and practice of digital marketing from interactive marketing perspective : a historical review / Ayşegül Sǎgkaya Güngör and Tǔgçe Ozansoy Çadırcı -- 5. Interactive digital marketing mechanisms : the significance in digital transformation / Mona Rashidirad and Hamidreza Shahbaznezhad -- 6. Empowering consumers in interactive marketing : examining the role of perceived control / Xiaohan Hu -- 7. How brands drive electronic word-of-mouth in an interactive marketing environment : an overview and future research directions / Ya You and Yi He. -- Part II: Technology development and interactive marketing. 8. Technological innovations in interactive marketing : enhancing customer experience at the new retail age / Sahil Singh Jasrotia -- 9. The role of artificial intelligence in interactive marketing : improving customer-brand relationship / Wajeeha Aslam and Kashif Farhat -- 10. How Internet of things is shaping consumer behavior? The interactive experience between customer and smart object / Ching-Jui Keng, Hsin-Ying Liu, and Yu-Hsin Chen -- 11. The physical presence and relationship distance for efficient consumer-AI-business interactions and marketing / Corina Pelau, Dan-Cristian Dabija, and Daniela Serban -- 12. Humanizing chatbots for interactive marketing / Wan-Hsiu Sunny Tsai and Ching-Hua Chuan -- 13. Affective interaction with technology : the role of virtual assistants in interactive marketing / Guillermo Calahorra Candao, Carolina Herrando, and María José Martín-De Hoyos. -- Part III: Interactivity in the virtual world. 14. Augmented reality in interactive marketing : the state-of-the-art and emerging trends / Marc Riar, Jakob J. Korbel, Nannan Xi, Sophia Meywirth, Rüdiger Zarnekow, and Juho Hamari -- 15. Interactive marketing with virtual commerce tools : purchasing right size and fitted garment in fashion metaverse / Sadia Idrees, Gianpaolo Vignali, and Simeon Gill -- 16. Virtual influencer as a brand avatar in interactive marketing / Alice Audrezet and Bernadett Koles -- 17. Sentimental interaction with virtual celebrities : an assessment from customer-generated content / Bình Nghiêm-Phú and Jillian Rae Suter -- 18. The conceptualization of "presence" in interactive marketing : a systematic review of 30 years of literature / Chen Chen, Xiaohan Hu, and Jacob T. Fisher. -- Part IV: Platform revolution and customer participation. 19. The platform revolution in interactive marketing : increasing customer-brand engagement on social media platforms / Zheng Shen -- 20. When in Rome, do as the Romans do : differences of interactive behaviors across social media networks / Qingjiang Yao -- 21. Enhancing customer-brand interaction : customer engagement on brand pages of social networking sites / Zalfa Laili Hamzah and Azean Johari -- 22. Live streaming as an interactive marketing media : examining Douyin and its constructed value and cultural preference of consumption in e-commerce / Boris L. F. Pun and Anthony Y. H. Fung -- 23. Interactive experience of collaborative online shopping : real-time interaction and communication / Mohammad Rahim Esfidani and Behnam Izadi.
• 入手可能性: 閲可/個否/協可
• 所蔵機関: 東京都立中央図書館
• 所蔵注記: 所蔵場所 : 1Fビジ開; 301
• 請求記号: 675.0-P16-P1-1
• 連携機関・データベース: 東京都立中央図書館 : 公共図書館蔵書
• 書誌ID（SomokuID）: 1352061449; 7116820658
• OCLC番号: (OCoLC)1336006866; https://www.worldcat.org/oclc/(OCoLC)1336006866