The Palgrave Handbook of Interactive Marketing

• ISBN13: 9783031149634
• Binding: Paperback
• Subject: N/A
• Publisher: Springer International Publishing AG
• Publisher Imprint: Springer International Publishing AG
• Publication Date: January 1, 2023
• Pages: 1098
• Original Price: EUR 219.99
• Language: English
• Edition: N/A
• Item Weight: 1617 grams
• BISAC Subject(s): Marketing / General

Part 1: Advancement of Interactive Marketing: An Overview.- Chapter 1: Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review.- Chapter 2: From Direct Marketing Towards Interactive Marketing: The Evolving Interactive Marketing Tools.- Chapter 3: Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review.- Chapter 4: Interactive Digital Marketing Mechanisms: The Significance in Digital Transformation.- Chapter 5: Empowering Consumers in Interactive Marketing: Examining the Role of Perceived Control.- Chapter 6: How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Direction.- Part 2: Technology Development and Interactive Marketing.- Chapter 7: Technological Innovations in Interactive Marketing: Enhancing Customer Experience at the New Retail Age.- Chapter 8: The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-brand Relationship.- Chapter 9: How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience between Customer and Smart Object.- Chapter 10: The Physical Presence and Relationship Distance for Efficient Consumer-AI-business Interactions and Marketing.- Chapter 11: Humanizing Chatbots for Interactive Marketing.- Chapter 12: Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing.- Part 3: Interactivity in the Virtual World.- Chapter 13: Augmented Reality in Interactive Marketing: The State-of-the-Art and Emerging Trends.- Chapter 14: Interactive Marketing with Virtual Commerce Tools: Purchasing Right Size and Fitted Garment in Fashion Metaverse.- Chapter 15: Virtual Influencer As a Brand Avatar in Interactive Marketing.- Chapter 16: Sentimental Interaction with Virtual Celebrities: An Assessment from Customer-Generated Content.- Chapter 17: The Conceptualization of Presence in Interactive Marketing: A Systematic Review of 30 Years of Literature.- Part 4: Platform Revolution and Customer Participation.- Chapter 18: The Platform Revolution in Interactive Marketing: Increasing Customer-Brand Engagement on Social Media Platforms.- Chapter 19: When in Rome, Do as the Romans do: Differences of Interactive Behaviors Across Social Media Networks.- Chapter 20: Enhancing Customer-Brand Interaction: Customer Engagement on Brand Pages of Social Networking Sites.- Chapter 21: Livestreaming as An Interactive Marketing Media: Examining Douyin and Its Constructed Value and Cultural Preference of Consumption In E-commerce.- Chapter 22: Interactive Experience of Collaborative Online Shopping: Real-time Interaction and Communication.- Part 5: E-WOM and Influencer Marketing in the Interactive Era.- Chapter 23: Reconceptualizing eWOM Communication: An Interactive Perspective.- Chapter 24: Complaint Handling and Channel Selection In the Interactive Marketing Era.- Chapter 25: What Do We Know About Influencers on Social Media? Toward a New Conceptualization and Classification of Influencer.- Chapter 26: Influencer Marketing: A Triadically Interactive Relationship Between Influencers, Followers, and Brands.- Chapter 27: Optimizing the Effect of Influencer Marketing: Exploring Consumers' Interaction with Different Influencer Types on Instagram.- Part 6: Predictive Analytics and Personalized Targeting.- Chapter 28: Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction?.- Chapter 29: AI-Based Recommendation System: The Ultimate Solution For Market Prediction and Targeting.- Chapter 30: Deep Learning Applications for Interactive Marketing In the Contemporary Digital Age.- Chapter 31: Personalized Recommendation During Interactive Shopping Journey.- Chapter 32: Location-Based Proximity Marketing:An Interactive Marketing Perspective.- Part 7: Practical Implications of Interactive Marketing.- Chapter 33: Customer Interactive Experience in Luxury Retailing: The Application of AI-Enabled Chatbots in the Interactive Marketing.- Chapter 34 Engaging and Entertaining Customers: Gamification in Interactive Marketing.- Chapter 35: Interactive Experience of Physical Servicescape and Online Servicescape: A Review and Future Research.- Chapter 36: The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution From Physical Touch to Digital Touch.- Chapter 37: It's Fun to Play: Emoji Usage in Interactive Marketing Communication.- Part 8: A Necessary Evil? Unintended Consequences of Interactive marketing.- Chapter 38: Consumer Incivility In Virtual Spaces: Implications for Interactive Marketing Research and Practice.- Chapter 39: The Dark Side of Gamification in Interactive Marketing.- Chapter 40: Ethical Considerations in Gamified Interactive Marketing Praxis.- Chapter 41: Value Co-creation or Value Co-destruction? The Role of Negative Emotions in Consumer-Firm Interaction In the Social Media Platform.