دانلود کتاب بازاریابی دیجیتال و رسانه های اجتماعی کاربردهای نوظهور و توسعه نظری

Rapid emergence and widespread adoption of Information and Communications Technologies (ICTs) and digital and social media is having a significant impact on the way people communicate and fulfill their socioeconomic, emotional, and material needs (Shareef et al. 2018; Shiau et al. 2017, 2018). ICTs and digital media, such as emails, search engines, smartphones, websites, and social media sites, are already being used widely by individuals for a range of activities including searching daily news and updates on critical events; connecting with family and friends; reviewing products, services, and places; selling and buying goods; accessing transportation, tourism, and personal financial services; communicating and sharing information through electronic word of mouth (eWOM); and workplace management (Alalwan et al. 2017; Algharabat et al., 2017, 2018; Arora et al. 2019; Hossain et al. 2019; Ismagilova et al. 2017, 2019a, b; Kamboj et al. 2018; Kapoor et al. 2018; Kaushik et al. 2018; Kizgin et al. 2018, 2019; Shareef et al. 2016a, b, 2017, 2019a, b; Singh et al. 2017). Furthermore, radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services (Algharabat et al. 2019; Plume et al. 2016). 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 behavior by employing digital marketing practices (Dwivedi et al. 2015, 2017; Kapoor et al. 2016, 2018; Yang et al. 2017). Technological advancement has resulted in evolution of consumer behavior through “digital metamorphosis” leading to the formation of “digital consumer culture,” which is a novel and largely unexplored area presenting fertile ground for academics, researchers, and practitioners interested in understanding this unfolding phenomenon. This research workshop, along with the edited volume by Springer Nature (entitled Digital and Social Media Marketing—Emerging Applications and Theoretical Development) and special issue of the Journal of Retailing and Consumer Services, aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing (Aswani et al. 2018). To achieve this goal, systematic literature reviews leading to theory development and empirical papers employing quantitative, qualitative, and/or critical methods are welcomed. Consideration will be given to submissions focusing on digital marketing-specific theory building/development, measurement development and validation, and testing of existing marketing and information systems theories and models for evaluating their suitability for extending knowledge in this emerging academic domain. The Call for Papers solicited submissions in two main categories: full research papers and short research-in-progress papers. Each submission was reviewed by at least two knowledgeable academics in the field, in a double-blind review process. A total of 24 submissions were considered for final acceptance and publication including those from various countries across the world such as the UK, the USA, Canada, Ireland, India, Jordan, the Netherlands, Saudi Arabia, Spain, etc. These final sets of papers were clustered into four groups, each of which is outlined below. The papers appearing in Part I address the theme of social media marketing. Based on the review of social media marketing literature, Lal, Ismagilova, Dwivedi, and Kwayu aim to provide a review of return on investment in social media marketing with a specific focus on intangible outcomes such as brand awareness, customer engagement/relationship, and electronic word of mouth (eWOM). A study by Foroudi, Nazarian, and Aziz aimed to identify the key elements and outcomes of fashion e-blogs and what effects fashion e-blogs have on women’s intention to use them. An exploratory conceptual research by Algharabat, Rana, Alalwan, and Baabdullah examined the impact of social media commerce constructs on social trust and customer value co-creation. The research by Ased and Ezzi explored the demographic differences on consumers’ adoption of social commerce in Saudi Arabia. Sharma, Anuja, and Alavi developed a research instrument to study the impact of consumer brand perception, consumer brand relationship, and consumer buying behavior on online apparel shopping. Alzubaidi’s research aims to contribute to the marketing literature from a non-Western perspective through a qualitative exploration of the concepts associated with consumers’ pro-environmental behavior in Saudi Arabia. The last paper of this section is by Qasem, Algharabat, Alalwan, and Hajawi, which focuses on understanding what stops customers at collectivist cultures from using services such as renting or sharing clothing items with retailers.