Digital and Social Media Marketing

Emerging Applications and Theoretical Development

  • Nripendra P. Rana
  • Emma L. Slade
  • Ganesh P. Sahu
  • Hatice Kizgin
  • Nitish Singh
  • Bidit Dey
  • Anabel Gutierrez
  • Yogesh K. Dwivedi

Part of the Advances in Theory and Practice of Emerging Markets book series (ATPEM)

Table of contents

  1. Front Matter
    Pages i-xv
  2. Social Media Marketing

  3. Social Media Analytics

    1. Front Matter
      Pages 107-107
    2. Aastha Kaul, Vatsala Mittal, Monica Chaudhary, Anuja Arora
      Pages 109-125
  4. Emerging Technology and Digital Marketing

    1. Front Matter
      Pages 135-135
    2. Emmanuel Mogaji, Sunday Olaleye, Dandison Ukpabi
      Pages 137-150
    3. Juana María Padilla-Piernas, María Concepción Parra-Meroño, Miguel Ángel Beltrán-Bueno
      Pages 151-161
    4. Arghya Ray, Pradip Kumar Bala, Shilpee A. Dasgupta
      Pages 163-174
    5. Syed S. Muhammad, Bidit Dey, Sharifah Alwi, Mujahid Mohiuddin Babu
      Pages 197-226
  5. Digital Marketing: Case Studies and Practitioner Experiences

About this book


This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and communication technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. 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 behaviour by employing digital marketing practices. This book considers this as it examines the practice and research related to digital and social media marketing.


Digital Marketing Digital Advertising Social Media Social Media Marketing Information and Communication Technology ICT E-Mail Marketing Search Engine Marketing Search Engine Advertising Search Engine Optimization SEO Electronic Word of Mouth eWom Online Advertising

Editors and affiliations

  • Nripendra P. Rana
    • 1
  • Emma L. Slade
    • 2
  • Ganesh P. Sahu
    • 3
  • Hatice Kizgin
    • 4
  • Nitish Singh
    • 5
  • Bidit Dey
    • 6
  • Anabel Gutierrez
    • 7
  • Yogesh K. Dwivedi
    • 8
  1. 1.School of ManagementUniversity of BradfordBradfordUK
  2. 2.School of EFMUniversity of BristolBristolUK
  3. 3.School of Management StudiesMotilal Nehru National Institute of TechnologyPrayagrajIndia
  4. 4.Faculty of Management, Law and Social SciencesUniversity of BradfordBradfordUK
  5. 5.School of BusinessSaint Louis UniversitySt. LouisUSA
  6. 6.Brunel Business SchoolBrunel University LondonUxbridgeUK
  7. 7.Business & ManagementRegent’s University LondonLondonUK
  8. 8.EMaRC, School of ManagementSwansea UniversitySwanseaUK

Bibliographic information