The Palgrave handbook of interactive marketing. Volume 1 /

The Palgrave handbook of interactive marketing.

Material type: 図書

Author: -

Publisher: Palgrave Macmillan,

Publication date: [2023],

Material Format: Paper

Capacity, size, etc.: l, 544 pages : ; 25 cm

Collection: -

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Note (General)：: 1. Interactive marketing is the new normal / Cheng Lu Wang -- Part I: Advancement of interactive marketing : an overview. 2. Evolution of research in ...

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東京都立中央図書館
Paper
Call No.：
675.0-P16-P1-1
Book Registration Number：
7116820658
東京都立中央図書館
東京都立中央図書館
Paper
Call No.：
675.0-P16-P1-2
Book Registration Number：
7116820667
東京都立中央図書館

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Paper

Material Type: 図書
ISBN: 3031149602
9783031149603
Title: The Palgrave handbook of interactive marketing.
Volume: Volume 1 /
Publication, Distribution, etc.: Cham, Switzerland : : Palgrave Macmillan,
Publication Date: [2023],
Extent: l, 544 pages : ; 25 cm
Contributor: Cheng Lu Wang, editor.
Text Language Code: eng
NDC 10th ed.: 675 : Marketing
Target Audience: 一般
Note (General): 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.
Availability: 閲可/個否/協可
Holding library: 東京都立中央図書館
Note (Library): 所蔵場所 : 1Fビジ開
301
Call No.: 675.0-P16-P1-1
Data Provider (Database): 東京都立中央図書館 : 公共図書館蔵書
Bibliographic ID (SomokuID): 1352061449
7116820658
OCLC No.: (OCoLC)1336006866
https://www.worldcat.org/oclc/(OCoLC)1336006866