The Palgrave handbook of interactive marketing

Part 1: Advancement of Interactive Marketing: An Overview -- Chapter 1: Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review -- Chapter 2: From Direct Marketing Towards Interactive Marketing: The Evolving Interactive Marketing Tools -- Chapter 3: Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review -- Chapter 4: Interactive Digital Marketing Mechanisms: The Significance in Digital Transformation -- Chapter 5: Empowering Consumers in Interactive Marketing: Examining the Role of Perceived Control -- Chapter 6: How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Direction -- Part 2: Technology Development and Interactive Marketing -- Chapter 7: Technological Innovations in Interactive Marketing: Enhancing Customer Experience at the New Retail Age -- Chapter 8: The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-brand Relationship -- Chapter 9: How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience between Customer and Smart Object -- Chapter 10: The Physical Presence and Relationship Distance for Efficient Consumer-AI-business Interactions and Marketing -- Chapter 11: Humanizing Chatbots for Interactive Marketing -- Chapter 12: Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing -- Part 3: Interactivity in the Virtual World -- Chapter 13: Augmented Reality in Interactive Marketing: The State-of-the-Art and Emerging Trends -- Chapter 14: Interactive Marketing with Virtual Commerce Tools: Purchasing Right Size and Fitted Garment in Fashion Metaverse -- Chapter 15: Virtual Influencer As a Brand Avatar in Interactive Marketing -- Chapter 16: Sentimental Interaction with Virtual Celebrities: An Assessment from Customer-Generated Content -- Chapter 17: The Conceptualization of “Presence” in Interactive Marketing: A Systematic Review of 30 Years of Literature -- Part 4: Platform Revolution and Customer Participation -- Chapter 18: The Platform Revolution in Interactive Marketing: Increasing Customer-Brand Engagement on Social Media Platforms -- Chapter 19: When in Rome, Do as the Romans do: Differences of Interactive Behaviors Across Social Media Networks -- Chapter 20: Enhancing Customer-Brand Interaction: Customer Engagement on Brand Pages of Social Networking Sites -- Chapter 21: Livestreaming as An Interactive Marketing Media: Examining Douyin and Its Constructed Value and Cultural Preference of Consumption In E-commerce -- Chapter 22: Interactive Experience of Collaborative Online Shopping: Real-time Interaction and Communication -- Part 5: E-WOM and Influencer Marketing in the Interactive Era -- Chapter 23: Reconceptualizing eWOM Communication: An Interactive Perspective -- Chapter 24: Complaint Handling and Channel Selection In the Interactive Marketing Era -- Chapter 25: What Do We Know About Influencers on Social Media? Toward a New Conceptualization and Classification of Influencer -- Chapter 26: Influencer Marketing: A Triadically Interactive Relationship Between Influencers, Followers, and Brands -- Chapter 27: Optimizing the Effect of Influencer Marketing: Exploring Consumers’ Interaction with Different Influencer Types on Instagram -- Part 6: Predictive Analytics and Personalized Targeting -- Chapter 28: Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction? -- Chapter 29: AI-Based Recommendation System: The Ultimate Solution For Market Prediction and Targeting -- Chapter 30: Deep Learning Applications for Interactive Marketing In the Contemporary Digital Age -- Chapter 31: Personalized Recommendation During Interactive Shopping Journey -- Chapter 32: Location-Based Proximity Marketing: An Interactive Marketing Perspective -- Part 7: Practical Implications of Interactive Marketing -- Chapter 33: Customer Interactive Experience in Luxury Retailing: The Application of AI-Enabled Chatbots in the Interactive Marketing -- Chapter 34 Engaging and Entertaining Customers: Gamification in Interactive Marketing -- Chapter 35: Interactive Experience of Physical Servicescape and Online Servicescape: A Review and Future Research -- Chapter 36: The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution From Physical Touch to Digital Touch -- Chapter 37: It’s Fun to Play: Emoji Usage in Interactive Marketing Communication -- Part 8: A Necessary Evil? Unintended Consequences of Interactive marketing -- Chapter 38: Consumer Incivility In Virtual Spaces: Implications for Interactive Marketing Research and Practice -- Chapter 39: The Dark Side of Gamification in Interactive Marketing -- Chapter 40: Ethical Considerations in Gamified Interactive Marketing Praxis -- Chapter 41: Value Co-creation or Value Co-destruction? The Role of Negative Emotions in Consumer-Firm Interaction In the Social Media Platform. .