作者
Yogesh K Dwivedi, Elvira Ismagilova, D Laurie Hughes, Jamie Carlson, Raffaele Filieri, Jenna Jacobson, Varsha Jain, Heikki Karjaluoto, Hajer Kefi, Anjala S Krishen, Vikram Kumar, Mohammad M Rahman, Ramakrishnan Raman, Philipp A Rauschnabel, Jennifer Rowley, Jari Salo, Gina A Tran, Yichuan Wang
发表日期
2021/8/1
期刊
International journal of information management
卷号
59
页码范围
102168
出版商
Pergamon
简介
The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely …
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YK Dwivedi, E Ismagilova, DL Hughes, J Carlson… - International journal of information management, 2021