Part 1: Foundations of Digital Marketing
Annmarie Hanlon & Tracy L. Tuten Chapter 1: Introduction to Digital Marketing Julia Wolny Chapter 2: Customer Journey as Participatory Service Ecosystem Ann Torres & Áine Doherty Chapter 3: Experiential Marketing in a Digital Era Declan Scully Chapter 4: Marketing Automation: A Design Perspective Leon Michael Caesarius & Jukka Hohenthal Chapter 5: Big Data Marketing: Context and Affordances
Part 2: Methodologies and Theories in Digital Marketing
Daiane Scaraboto & Marcia Christina Ferreira Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research Vasilis Theoharakis & Nikos Mylonopoulus Chapter 7: The Technology Acceptance Model: Antecedents and Consequences Paolo Franco Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing Hongfei Liu, Ahmed Shaalan, & Chanaka Jayawardhena Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours Marcia Christina Ferreira & Daiane Scaraboto Chapter 10: Qualitative Insights for Digital Marketing
Part 3: Channels and Platforms in Digital Marketing
Alanah Malkani Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy Desmond Laffey Chapter 12: Price Comparison Websites Aras Alkis Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics Bairbre Brennan Chapter 14: The Relationship between Ecommerce and Social Commerce: Subest, Evolution or New Paradigm? Lara Stocchi Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales Sereikhuoch Eng Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality
Part 4: Tools, Tactics and Techniques in Digital Marketing
Nadia Steils & Salwa Hanine Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies Inna Piven Chapter 18: Digital Content Marketing Ramaprasad M. Unni Chapter 19: Programmatic Advertising Diana Gavilan Chapter 20: The Role of Push Notifications Ahmed Shaalan, Marwa E. Tourky, & Khaled Ibrahim Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age Alice Zoghaib Chapter 22: Voice Marketing
Part 5: Management and Metrics in Digital Marketing
Jeremy Harris Lipschultz Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing David W. Peck Chapter 24: Key Factors in Online Community Management Wolfgang Weitzl Chapter 25: Love, Hate and Everything in Between: Online Complainants' Emotions during Service Recovery Episodes Sarah Turnbull Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda
Part 6: Ethical Issues in Digital Marketing
Sarah Quinton & Nina Reynolds Chapter 27: Research Ethics in Digital and Social Media Marketing Research David Lynn Painter & Raghabendra Pratap KC Chapter 28: Managing the Message, from Fake News to Filter Bubbles Peter O'Connor Chapter 29: Brandjacking in Paid Search: An unresolved problem Sven Tuzovic Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy Christelle Aubert-Hassouni & Julien Cloarec Chapter 31: Privacy Regulation in the Age of Artificial Intelligence

Includes index