Digital and Social Media Marketing: Emerging Applications and Theoretical Development

Part I: Social Media Marketing.- Chapter 1. Return on investment in social media marketing: Literature review and suggestions for future research.- Chapter 2. The Effect of Fashion e-Blogs on Women's Intention to Use.- Chapter 3. Investigating the Impact of Social Media Commerce Constructs on Social Trust and Customer Value Co-Creation: A Theoretical Analysis.- Chapter 4. Exploring the Demographic Differences on Customers' Adoption of Social Commerce in Saudi Arabia.- Chapter 5. Developing a Research Instrument to study the impact of Consumer Brand Perception, Consumer Brand Relationship and Consumer Buying Behaviour on Online Apparel Shopping.- Chapter 6. Materialism Effect on Apparel Communitive Consumption Platform Usage: A Research Proposal.- Part II: Social Media Analytics.- Chapter 7. Persona Classification of Celebrity Twitter Users.- Chapter 8. Comparing SERVQUAL for Transportation Services in the Sharing Economy for Emerging Markets Insights from Twitter Analytics.- Part III: Emerging Technology and Digital Marketing.- Chapter 9. Using AI to personalise emotionally appealing advertisement.- Chapter 10. The importance of App Store Optimization (ASO) for hospitality applications.- Chapter 11. Psychological analytics based technology adoption model for effective educational marketing.- Chapter 12. Smart cities and Marketing: the female-relational-orientation.- Chapter 13. Examining the underlying attitudinal components driving technology adoption, adaptation behaviour and outcome in entirety.- Part IV: Digital Marketing: Case Studies and Practitioner Experiences.- Chapter 14. Considerations on Global Social Media Marketing.- Chapter 15. Multi-channel digital marketing strategy in an emerging economy: The case of Flintobox in India.- Chapter 16. Corporations Taking Political Stands on Social Media: Risks, Benefits, and Potential for the Creation of Social Value.- Chapter 17. Using Layout Review and Messaging Analysis to Form Localization Hypotheses: An Example for Localization of E-Commerce Female Clothing Websites for the Russian Market.- Chapter 18. Online Product Localization: Challenges and Solutions in Global Online Marketplaces.- Chapter 19. Taste v. Values: Effective, Authentic, and Nuanced Hyperlocalization in the Digital Marketing Era.- Chapter 20. Localization strategy for business-to-business digital marketing with a focus on industrial metrology.- Chapter 21. Understanding Neuromarketing Techniques and Their Use in Localization.- Chapter 22. Emotional Connection: The Importance of the Brand Voice in Social Media for Global Growth.- Chapter 23. Attracting new students, satisfying current students, and creating fans of an educational institution.