01943     2200241   4500001002100000005001500021035002000036007000300056008004100059020002200100082001000122084001600132100002200148245011300170260002900283300003300312650002200345650002700367520125700394600002201651990001401673990001401687INLIS00000000000098120240404093321  a0010-0424000024ta240404                g          0 eng    a978-3-030-24373-9  a339.1  a339.1 RAN d0 aRANA, Nripendra P1 aDigital and Social Media Marketing :bEmerging applications and Theoretical development /cNripendra P. Rana  aSwiss :bSpringer,c2020  axv, 339 p. :bill. ;c20 cm. 4aDigital Marketing 4aSocial Media Marketing  aThis book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.14aRANA, Nripendra P  aBBPPL-533  aBBPPL-533