Digital and Social Media Marketing : Emerging Applications and Theoretical Development

Part I: Social Media Marketing -- Chapter 1. Return on investment in social media marketing: Literature review and suggestions for future research -- Chapter 2. The Effect of Fashion e-Blogs on Women's Intention to Use -- Chapter 3. Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-Creation: A Theoretical Analysis -- Chapter 4. Exploring the Demographic Differences on Customers’ Adoption of Social Commerce in Saudi Arabia -- Chapter 5. Developing a Research Instrument to study the impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping -- Chapter 6. Materialism Effect on Apparel Communitive Consumption Platform Usage: A Research Proposal -- Part II: Social Media Analytics -- Chapter 7. Persona Classification of Celebrity Twitter Users -- Chapter 8. Comparing SERVQUAL for Transportation Services in the Sharing Economy for Emerging Markets Insights from Twitter Analytics -- Part III: Emerging Technology and Digital Marketing -- Chapter 9. Using AI to personalise emotionally appealing advertisement -- Chapter 10. The importance of App Store Optimization (ASO) for hospitality applications -- Chapter 11. Psychological analytics based technology adoption model for effective educational marketing -- Chapter 12. Smart cities and Marketing: the female-relational-orientation -- Chapter 13. Examining the underlying attitudinal components driving technology adoption, adaptation behaviour and outcome in entirety -- Part IV: Digital Marketing: Case Studies and Practitioner Experiences -- Chapter 14. Considerations on Global Social Media Marketing -- Chapter 15. Multi-channel digital marketing strategy in an emerging economy: The case of Flintobox in India -- Chapter 16. Corporations Taking Political Stands on Social Media: Risks, Benefits, and Potential for the Creation of Social Value -- Chapter 17. Using Layout Review and Messaging Analysis to Form Localization Hypotheses: An Example for Localization of E-Commerce Female Clothing Websites for the Russian Market -- Chapter 18. Online Product Localization: Challenges and Solutions in Global Online Marketplaces -- Chapter 19. Taste v. Values: Effective, Authentic, and Nuanced Hyperlocalization in the Digital Marketing Era -- Chapter 20. Localization strategy for business-to-business digital marketing with a focus on industrial metrology -- Chapter 21. Understanding Neuromarketing Techniques and Their Use in Localization -- Chapter 22. Emotional Connection: The Importance of the Brand Voice in Social Media for Global Growth -- Chapter 23. Attracting new students, satisfying current students, and creating fans of an educational institution