Digital and Social Media Marketing (eBook)

Preface 7
References 10
Contents 12
Part I: Social Media Marketing 15
Chapter 1: Return on Investment in Social Media Marketing: Literature Review and Suggestions for Future Research 16
1.1 Introduction 16
1.2 Social Media 18
1.3 Social Media and Measuring Impact/Return on Investment 19
1.4 Limitations and Directions for Future Research 26
1.5 Conclusion 26
References 27
Chapter 2: The Effect of Fashion e-Blogs on Women’s Intention to Use 31
2.1 Introduction 31
2.2 Blogs 32
2.3 Research Framework 33
2.3.1 Technology Availability, Perceived Usefulness and Perceived Ease of Use 33
2.3.2 Content/Reviews, Perceived Usefulness and Perceived Ease of Use 34
2.3.3 Social Influence, Perceived Usefulness and Perceived Ease of Use 34
2.3.4 Security, Perceived Usefulness and Perceived Ease of Use 35
2.3.5 Trust, Perceived Usefulness and Perceived Ease of Use 36
2.4 Effects of e-Blogs 37
2.4.1 Perceived Ease of Use, Perceived Usefulness and Intention of Use 37
2.4.2 Perceived Usefulness and Intention to Use 37
2.5 Methods 38
2.5.1 Data Collection 38
2.5.2 Measures 39
2.6 Analysis and Model Testing 41
2.6.1 Hypothesis Testing 44
2.7 Discussion of Results 44
2.8 Conclusion and Implications 48
2.8.1 Theoretical Implications 48
2.8.2 Managerial Implications 49
2.8.3 Limitations and Future Research 49
References 50
Chapter 3: Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-creation: A Theoretical Analysis 53
3.1 Introduction 53
3.2 Theoretical Foundation 54
3.3 Literature Review and Proposed Hypotheses 55
3.3.1 Social Commerce Constructs 55
3.3.2 Customer Value Co-creation 56
3.3.3 Social Commerce Constructs and Social Trust 57
3.3.4 Social Commerce Constructs and Customer Value Co-creation 59
3.3.5 Social Trust and Customer Value Co-creation 59
3.4 Discussion 60
3.4.1 Empirical Methodologies 60
3.4.2 Theoretical Contributions 60
3.5 Conclusion 61
3.5.1 Limitations and Future Research Directions 61
Appendix 62
References 63
Chapter 4: Exploring the Demographic Differences on Customers’ Adoption of Social Commerce in Saudi Arabia 68
4.1 Introduction 68
4.2 Literature Review 69
4.3 Theoretical Basis 70
4.3.1 Age 70
4.3.2 Gender 70
4.3.3 Education 71
4.3.4 Experience 71
4.4 Research Methodology 71
4.5 Results 72
4.6 Conclusion 75
4.7 Limitations and Future Research Directions 75
References 75
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 78
5.1 Introduction 78
5.2 Literature Review 79
5.2.1 Typology of an Online Shopper 79
5.2.2 Consumer Buying Behaviour 79
5.2.3 Consumer Brand Perception 80
5.2.4 Consumer Brand Relationship 80
5.3 Identification of the Parameters for Development of the Research Instrument 81
5.4 Methodology 82
5.5 Discussion 83
5.6 Limitation and Future Research 83
5.7 Implications 83
5.8 Conclusion 84
Appendix 85
Questionnaire 85
Section A: Demographics 85
Section B: Consumer Brand Perception 86
Section C: Consumer Brand Relationship 87
Section D: Consumer Buying Behaviour 89
References 91
Chapter 6: A Qualitative Exploration of Consumers’ Pro-environmental Behaviours: Identifying Emerging Themes 93
6.1 Introduction 93
6.2 Literature Review 94
6.3 Method 96
6.4 Discussion 96
6.4.1 Social Media Influence 96
6.4.2 Perceived Consumer Effectiveness (PCE) 97
6.4.3 Universal Eco-labelling 98
6.4.4 Cost 99
6.5 Theoretical Contributions and Practical Implications 99
6.6 Conclusion, Limitations, and Future Research 100
References 101
Chapter 7: Materialism Effect on Apparel Collaborative Consumption Platform Usage: A Research Proposal 105
7.1 Introduction 105
7.2 Literature Review 106
7.2.1 Collaborative Consumption 107
7.2.2 Collaborative Consumption of Apparel 107
7.2.3 Materialism 108
7.2.4 Collectivist Cultures 108
7.2.5 Collectivist Cultures and Materialism 109
7.3 Conceptual Framework and Hypothesis Development 109
7.3.1 Theory of Reasoned Action (TRA) 109
7.3.2 Intention to Use Apparel CC Platform Services 110
7.3.3 Subjective Norm and Intention 110
7.3.4 Attitude and Intention 110
7.3.5 Subjective Norms and Attitude 110
7.3.6 Materialism and Attitude 111
7.4 Proposed Research Methodology 112
7.5 Conclusion 112
References 112
Part II: Social Media Analytics 116
Chapter 8: Persona Classification of Celebrity Twitter Users 117
8.1 Introduction 117
8.2 Related Literature 119
8.2.1 Twitter Classification 120
8.2.2 Using Celebrity Persona 121
8.3 Research Methodology 123
8.3.1 Data Statistics 124
8.3.2 Data Preprocessing 125
8.3.2.1 User Persona Classification Method 126
8.4 Experimental Evaluation and Results 127
8.4.1 Category-Specific User Persona Classification Results 127
8.4.2 Dynamically Identified Persona Results 128
8.5 Implications and Limitations 128
8.6 Conclusion 130
References 131
Chapter 9: Comparing SERVQUAL for Transportation Services in the Sharing Economy for Emerging Markets: Insights from Twitter Analytics 134
9.1 Introduction 134
9.2 Literature Survey 135
9.3 Research Approach 136
9.4 Experimental Results and Findings 137
9.5 Discussion 140
9.6 Conclusions and Future Research 140
References 141
Part III: Emerging Technology and Digital Marketing 142
Chapter 10: Using AI to Personalise Emotionally Appealing Advertisement 143
10.1 Introduction 143
10.2 Personalised Advertisement 144
10.3 Emotional Appeals in Advertisement 145
10.4 Artificial Intelligence in Advertisement 145
10.5 Present Works Using AI 146
10.6 Theoretical Framework 148
10.6.1 Understanding the Customer’s ‘Online Behaviours’ 148
10.6.2 Developing the Advertisements 148
10.6.3 Filling the Frame 150
10.6.4 Sharing the Advertisements 150
10.6.5 Feedback and Evaluation 150
10.7 Key Theoretical Contributions 150
10.8 Key Implications for Digital Marketing Practice 151
10.9 Key Challenges 152
10.10 Conclusion 153
References 153
Chapter 11: The Importance of App Store Optimization (ASO) for Hospitality Applications 157
11.1 Introduction 157
11.2 Literature Review 158
11.3 Research Design and Methods 161
11.4 Results 162
11.5 Discussion and Conclusions 162
References 164
Chapter 12: Psychological Analytics Based Technology Adoption Model for Effective Educational Marketing 168
12.1 Introduction 168
12.2 Historical Perspective 169
12.2.1 Psychology-Based Theories 169
12.2.2 Adoption of Technology 171
12.2.3 Services Marketing 172
12.3 Conceptual Model 173
12.4 A Case in India 175
12.4.1 Recommendations 175
12.5 Summary 176
References 176
Chapter 13: Smart Cities and Marketing: The Female-Relational-Orientation 180
13.1 Introduction 180
13.2 Definition of Marketing 181
13.3 Smart Cities and Superdiversity 182
13.4 Smart Cities and Cultural Bias 186
13.5 Smart Cities and All-Inclusive Multiculturalism 189
13.5.1 Solution: All-Inclusive Multiculturalism 190
13.5.2 All-Inclusive Multiculturalism and Marketing 191
13.6 Discussion 192
13.7 Conclusions and Vignettes 194
13.7.1 Super (Our Example for Producing Vignettes) 195
References 199
Chapter 14: Examining the Underlying Attitudinal Components Driving Technology Adoption, Adaptation Behaviour and Outcome in Entirety 201
14.1 Introduction 201
14.2 Conceptualising Adoption and Adaptation Behaviour 208
14.2.1 Adoption 210
14.2.1.1 Perceived Opportunity 210
14.2.1.2 Perceived Relative Advantage (PRA) 211
14.2.1.3 Perceived Social Influence (PSI) 211
14.2.1.4 Perceived Control 213
14.2.1.5 Enjoyment 213
14.2.1.6 Self-Enhancement 214
14.2.1.7 Affective Hedonic Attitude 214
14.2.1.8 Threat 215
14.2.1.9 Fear 216
14.2.1.10 Trust 216
14.2.2 Adaptation Behaviour 217
14.2.2.1 Exploration to Maximise Technology Benefits 217
14.2.2.2 Exploitation to Satisfice Technology Benefits 218
14.2.2.3 Exploration to Revert 218
14.2.2.4 Avoidance of Technology 219
14.2.2.5 Adaptation Behaviour and Outcome 220
14.3 Summary 220
References 220
Part IV: Digital Marketing: Case Studies and Practitioner Experiences 231
Chapter 15: Considerations on Global Social Media Marketing 232
15.1 Introduction 232
15.2 Social Media Marketing: Challenges and Opportunity for Global Businesses 233
15.2.1 The Increasing Influence of Social Media in Marketing Strategy 233
15.2.2 But What About International Markets? 234
15.2.3 Back to Basics: Social Media Marketing Goals 234
15.2.3.1 Brand Awareness 234
15.2.3.2 Trust Building/Brand Engagement 235
15.2.3.3 Lead Generation 235
15.2.3.4 Other 235
15.2.4 Challenges and Common Pitfalls in International Markets 235
15.2.4.1 Cultural Challenges 236
15.2.4.2 Legal Constraints 236
15.2.4.3 Level of Brand Recognition 236
15.2.4.4 User Needs 236
15.2.4.5 Budget and Resources 237
15.2.4.6 Platform and Technology Landscape 237
15.2.4.7 Localization 237
15.3 Recommendations 238
15.3.1 Defining the Markets Where the Organization Is Willing to Invest in Social Media Marketing 238
15.3.2 Assessing the Cultural Environment of the Selected Markets 238
15.3.3 Defining the Execution Strategy 239
15.3.4 Measurement, Reevaluation, and Iterating 239
15.4 Conclusion 239
References 240
Chapter 16: Multi-channel Digital Marketing Strategy in an Emerging Economy: The Case of Flintobox in India 241
16.1 Introduction 241
16.2 Research Method 242
16.3 Multi-channel Digital Marketing Strategy 242
16.3.1 Search 243
16.3.2 Public Relations 243
16.3.3 Discovery Platforms 244
16.3.3.1 Social Media 244
16.3.3.2 Native Ads Platform 245
16.3.4 Affiliates 245
16.3.5 Referrals 246
16.3.6 Email 246
16.4 Discussion 247
16.5 Conclusion 248
References 249
Chapter 17: Corporations Taking Political Stands on Social Media: Risks, Benefits, and Potential for the Creation of Social Value 251
17.1 Introduction 251
17.2 What Is Motivating the Trend Toward Companies Taking Public Political Stands? 253
17.3 How Do Companies Communicate Their Political Stands? Examples from the Social Media Trenches 255
17.4 What Are the Limits of Social Media Activism as an Agent of Corporate and Political Change? 259
17.5 Practical Steps Companies Can Take to Craft a Political Stand 260
17.6 Conclusion 261
References 262
Chapter 18: Using Layout Review and Messaging Analysis to Form Localization Hypotheses: An Example for Localization of E-Commerce Female Clothing Websites for the Russian Market 264
18.1 Introduction 264
18.2 Analysis of Messaging and Layout on Localized and Local Russian-Language E-Commerce Female Apparel Websites 266
18.2.1 Gathering Initial Information 266
18.2.2 Sites to Review: Russian and Localized Websites 266
18.2.2.1 Russian Websites 267
18.2.2.2 Localized Websites of Foreign Brands 267
18.2.3 Layout and Messaging of Local E-Commerce Female Clothing Websites (Table 18.1) 267
18.2.4 Layout and Messaging of Localized E-Commerce Female Clothing Websites (Table 18.3) 267
18.3 Forming Localization Hypotheses 269
18.3.1 Differentiation by Price Segment 269
18.3.2 Social Proof and/or Appeal to Authority 271
18.3.3 Influencers 271
18.4 Recommendations 271
18.5 Conclusion 272
References 272
Chapter 19: Online Product Localization: Challenges and Solutions in Global Online Marketplaces 275
19.1 Introduction 275
19.2 What Are Online Marketplaces and Who Uses them? 275
19.3 Why is Marketplace Localization Important? 276
19.4 Examples of Localization Issues on International Marketplaces and Proposed Solutions 278
19.4.1 Google Shopping 278
19.4.2 Amazon 279
19.4.3 Ebay 280
19.5 Conclusion 281
References 282
Chapter 20: Taste vs. Values: Effective, Authentic, and Nuanced Hyperlocalization in the Digital Marketing Era 283
20.1 Introduction 283
20.2 Walking the Razor’s Edge 285
20.3 Disastrous Examples 286
20.4 Digital Marketing—Compounding Risks 288
20.5 Recommendations 288
20.6 Conclusion 289
References 289
Chapter 21: Localization Strategy for Business-to-Business Digital Marketing with a Focus on Industrial Metrology 292
21.1 Introduction 292
21.2 Localization for B2B 292
21.3 Levels of Self-Expression 293
21.4 Website Localization Strategy 294
21.5 Market Comparison 295
21.6 Conclusion 295
References 296
Chapter 22: Understanding Neuromarketing Techniques and Their Use in Localization 297
22.1 Introduction 297
22.2 Neuromarketing Techniques 298
22.3 Development 299
22.4 Implications 300
22.5 Conclusions 301
References 301
Chapter 23: Emotional Connection: The Importance of the Brand Voice in Social Media for Global Growth 303
23.1 Introduction 303
23.2 Building Emotional Connection Through Social Media 304
23.3 Brand Voice 304
23.4 Localizing Content 304
23.5 Brand Consistency 305
23.6 Cultural Dimensions: Individualism vs. Collectivism and Masculinity vs. Femininity in the Hofstede Model of National Culture 305
23.7 Perfect Formula: Localization + Cultural Dimensions + Brand Voice = Emotional Engagement 307
23.8 Measuring Effectiveness of Communication 308
23.9 Conclusion 309
References 309
Chapter 24: Attracting New Students, Satisfying Current Students, and Creating Fans of an Educational Institution 311
24.1 Collecting Data Using Markteffect’s Research Panel 312
24.2 What Do Potential Students’ Orientation Processes Consist of? 313
24.2.1 Who Advises Pupils During Their Orientation Process? 313
24.2.2 Quality of Information Sources Used During the Orientation Process 313
24.2.3 What Social Networking Sites Do Students Use During the Orientation Process? 314
24.2.4 Changes in the Orientation Process Over Time 314
24.2.5 Adapting Digital Marketing to the Modern Target Group 315
24.2.6 Phases of the Orientation Process 315
24.2.7 Timing of Campaigns 316
24.2.8 Types of Orienteers 316
24.2.9 Atmosphere as the Most Important Determinant of School Choice 317
24.2.10 Self-Knowledge and Self-Development as a Prerequisite for Choosing a Field of Study 317
24.2.11 Why Do Potential Students Sometimes Cancel Their Applications? 318
24.2.12 Reasons for Cancelling 318
24.2.13 How to Prevent Cancellations 319
24.3 What Do Potential Students Think is the ‘Ideal School’? 320
24.3.1 What Are the Most Important Determinants of School Choice? 320
24.3.2 How Can a University Create a ‘Good Atmosphere’? 321
24.3.3 What Can a University Do to Create a Motivating and Challenging Study Environment? 323
24.3.4 How Can a University Improve the Fit Between its Courses of Study and the Labour Market? 323
24.3.5 What Do Potential Students Consider Good Facilities’? 323
24.3.6 How Can a University Collaborate Well with Companies that Offer Internships and Future Jobs? 324
24.3.7 How Can Lecturers Create an Involved and Personal Approach? 324
24.3.8 What is Most Important for a University’s Reputation? 324
24.3.9 What Do Students Want from Opportunities Abroad? 325
24.3.10 What Extracurricular Activities Do Potential Students Value? 325
24.3.11 How Can Social Media Be Used to Attract More Students? 325
24.3.12 Social Networking Sites’ Statistics 326
24.3.13 What Are the Most Important Determinants of School Choice for International Students? 327
24.4 What Do Current Students See as the ‘Ideal School’? 327
24.4.1 How Can Digital Marketing Be Used to Make Lessons More Interesting? 328
24.5 The Gap Between Expectations and Experiences 329
24.5.1 Decreasing the Gap by Optimizing Orientation Sources 330
24.5.2 Schools’ Current Use of Social Networking Sites 331
24.6 How Can an Educational Institution Create Fans? 331
24.6.1 Classification of Fans 332
24.6.2 Behaviour of Fans 332
24.6.3 Influencing Fans 332
24.6.4 How to Increase Fandom 333
24.7 Conclusion and Next Steps 334
24.7.1 How Can Educational Institutions Attract Potential Students? 335
24.7.2 How Can Educational Institutions Satisfy Current Students? 335
24.7.3 How Can Educational Institutions Create Fans? 336
24.7.4 Advice for the Future: Do’s and Don’ts 336