| 紀錄類型: |
書目-電子資源
: Monograph/item
|
| 杜威分類號: |
658.8/72 |
| 書名/作者: |
Leveraging computer-mediated marketing environments/ Gordon Bowen and Wilson Ozuem, editors. |
| 其他作者: |
Bowen, Gordon, |
| 出版者: |
Hershey, Pennsylvania : : IGI Global,, 2019. |
| 面頁冊數: |
1 online resource (xviii, 473 p.) |
| 標題: |
Internet marketing - Social aspects. |
| 標題: |
Online social networks. |
| 標題: |
Social media. |
| 標題: |
Marketing - Social aspects. |
| ISBN: |
9781522573456 (ebk.) |
| ISBN: |
9781522573449 (hbk.) |
| 書目註: |
Includes bibliographical references and index. |
| 內容註: |
Section 1. Framing and situating computer-mediated marketing environments. Chapter 1. The dynamics of social media marketing content and customer retention ; Chapter 2. The dynamics of social media and value co-creation ; Chapter 3. Social media and social identity in the millennial generation ; Chapter 4. Exploring the relationship between social media and social influence ; Chapter 5. Social media and social entrepreneurship -- Section 2. Perspectives and practice of computer-mediated marketing environments. Chapter 6. The differences of hedonic shopping value and purchase intention in the multichannel shopping environment for apparel shopping ; Chapter 7. Social media, online brand communities, and customer engagement in the fashion industry ; Chapter 8. Service failure and recovery strategy in computer-mediated marketing environments (CMMEs) ; Chapter 9. User-generated content and consumer brand engagement ; Chapter 10. The impacts of Omni-channel purchasing behavior on service quality ; Chapter 11. Smartphones: resource dimensions and uses ; Chapter 12. Online service failure: understanding the building blocks of effective recovery strategy -- Section 3. Opportunities and challenges in designing computer-mediated marketing strategies. Chapter 13. Competing through online service failures and recovery strategies ; Chapter 14. Calculation of Facebook marketing effectiveness in terms of ROI ; Chapter 15. E-WOM: the new consumer megaphone - underlying reasons and related factors ; Chapter 16. The challenges of nation branding in the digital age: case of Spain's nation branding project, Marca España ; Chapter 17. Disruptive technology in the smartphones industry: identity theory perspective. |
| 摘要、提要註: |
"This book discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. It also examines the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management"-- |
| 電子資源: |
http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-7344-9 |