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dc.contributor.authorIsmagilova, Elvira
dc.contributor.authorDwivedi, Y.K.
dc.contributor.authorRana, Nripendra P.
dc.date.accessioned2020-06-18T14:53:53Z
dc.date.accessioned2020-07-28T13:56:37Z
dc.date.available2020-06-18T14:53:53Z
dc.date.available2020-07-28T13:56:37Z
dc.date.issued2020-05
dc.identifier.citationIsmagilova E, Dwivedi Y and Rana N (2020) Unanticipated consequences of interactive marketing: systematic literature review and directions for future research. In: Martínez-López F and D'Alessandro S (Eds.) Advances in Digital Marketing and eCommerce. Springer Proceedings in Business and Economics. Springer: 91-98.en_US
dc.identifier.urihttp://hdl.handle.net/10454/17923
dc.descriptionYesen_US
dc.description.abstractInternet and social media have created new opportunities and challenges for marketing practices. This research provides a comprehensive analysis of the unanticipated consequences of interactive marketing. The current study focuses on a number of aspects of interactive marketing research such as consumer-to-consumer and consumer-to-company communications, consumer brand engagement, impact of social influencers and online buzz, impact of online advertisement, companies adoption and use of new technologies by companies, consumer empowerment by digital technologies, complain handling, impact of mobile advertising, co-creation, and impact of social media marketing. This research provides a valuable synthesis of the relevant literature. The findings of this study could be used as an informative framework for both academics and practitioners.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1007/978-3-030-47595-6_12en_US
dc.rights©The Editor(s) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2020. Reproduced in accordance with the publisher's self-archiving policy. The final publication is available at Springer via https://doi.org/10.1007/978-3-030-47595-6_12
dc.subjectInteractive marketingen_US
dc.subjectUnanticipated consequencesen_US
dc.subjectLiterature reviewen_US
dc.titleUnanticipated consequences of interactive marketing: systematic literature review and directions for future researchen_US
dc.status.refereedYesen_US
dc.date.application2020-05-07
dc.typeConference paperen_US
dc.date.EndofEmbargo2021-05-08
dc.type.versionAccepted Manuscripten_US
dc.description.publicnotesThe full-text of this article will be released for public view at the end of the publisher embargo on 08 May 2021.
dc.date.updated2020-06-18T13:53:55Z


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