"This book focuses on participative consumerism through evolutionary digital marketing. It covers topics such as e-marketing, technology and the internet as a market tool, consumer engagement on social media platforms, the role of content management in online market, integrated online-offline...

"This book focuses on participative consumerism through evolutionary digital marketing. It covers topics such as e-marketing, technology and the internet as a market tool, consumer engagement on social media platforms, the role of content management in online market, integrated online-offline...

Purpose The purpose of this paper is twofold: first, to explore the influence of an individual’s attitude towards advertising and country-of-origin (COO) images (brand origin (BO) and country of manufacture (COM)) on brand equity creation; and second, to investigate how brand typicality...

"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user generated content for influencing customer decision making in diverse business sectors"--