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...

Chapter 1: The concept of sharing economy platform (SEP) -- Chapter 2: SEP’s marketing strategies to adapt to changing environment—the Case of FischerTM -- Chapter 3: Value creation in the SEP -- Chapter 4: The reasons why consumers join the SEP -- Chapter 5: SEP is facilitating Electronic...

Introduction to Digital Economy In China: Innovation to Practice -- Chapter One: Internet Brands and Digital Marketing -- Chapter Two: The Emergence and Growth of Digital Platform -- Chapter Three: Industrial Internet of Things -- Chapter Four: Digital Service -- Chapter Five: Data-Driven...

With the advancement of technology and advent of the new digital era, the society is getting increasingly exposed to novel technologies, digital platforms, or smart devices. This reality opens a wide range of questions about the benefits and challenges of technology and its impact on humans. In...

The objective of this paper is to provide a simple approach endogenizing the welfare reducing or welfare enhancing effect of informative advertising. Using this approach, it is possible to analyse the welfare consequences of a technology shock that reduces unit information costs, and to explain...