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Advances in Digital Marketing and eCommerce

Part of the Springer Proceedings in Business and Economics Book Series

Editors: Martínez-López, Francisco J.; López López, David

DOI: 10.1007/978-3-030-76520-0

ISBN: 978-3-030-76519-4

Publisher: Springer International Publishing - Springer Journals

May 27, 2021

1 - 10 of 34 Chapters

LitStream

Chapter 1Influencer Marketing in the Make-up Industry

Yfantidou, Ioanna; Grncarov, Mile

Pages: 1 –15

[The growth of social media usage and its utilization in marketing campaigns has created a new class of community leaders online, called influencers. Influencers appeared on social media as relevant content creators on a certain niche topic such as sports, comedy, make-up etc. The make-up...
LitStream

Chapter 2Brand Semiotics as a Tool to Create Stronger Viewer Involvement with Brand Visuals on Social Media

du Plessis, C.

Pages: 16 –23

[This paper draws on a visual social semiotic analysis to illustrate how brand semiotics could be used as a social media marketing tool to select brand visuals that will attract attention and drive social conversations. Consumers nowadays access and interpret online brand messages differently due...
LitStream

Chapter 3Talking to Voice Assistants: Exploring Negative and Positive Users’ Perceptions

Patrizi, Michela; Vernuccio, Maria; Pastore, Alberto

Pages: 24 –34

[The widespread use of voice assistants (VAs), which collect and process a huge volume of user data through user interactions, is beginning to attract the attention of marketing researchers. The early studies investigating consumers' negative (i.e., risk) and positive (i.e., benefits) perceptions...
LitStream

Chapter 4The Influence of Brands and Platform Mechanics on Creator’ Content Sovereignty on TikTok

Rach, Markus

Pages: 35 –42

[TikTok, the fastest growing app of 2020, has received much attention for its growth, creativity and marketing opportunities. Much accelerated through COVID19, TikTok has grown to over 800 million monthly active users and has catapulted itself in frontline media. However, the app has also shown...
LitStream

Chapter 5Interactivity in Social Media: A Comparison in the Movie Studios Sector

Fondevila-Gascón, Joan-Francesc; Mir-Bernal, Pedro; Perelló-Sobrepere, Marc; Polo-López, Marc

Pages: 43 –49

[This research analyzes the social media activity of three movie studios (20th Century Fox, Warner Bros and Universal Studios), and how that is affecting in the numbers and relevance of each. We develop a database to keep a record of the decisions this companies have been doing and how they take...
LitStream

Chapter 6Digital Transformation Induced by the Covid-19 Pandemic

Hemachandra, Sankhani; Sharkasi, Nora

Pages: 50 –61

[The covid-19 pandemic has posed massive challenges to every actor of our social system. In Southeast Asia, businesses are no exception; well-established corporations moved toward digital transformation faster than others. With a prescriptive objective in mind, this study explores the...
LitStream

Chapter 7Towards an Understanding of the Intention to Engage on Facebook

Nguyen, Diep Ngoc; Sharkasi, Nora

Pages: 62 –73

[Facebook is attracting marketers’ attention as a productive tool for generating successful marketing campaigns. Understanding the aspects influencing customers’ intention to purchase was thoroughly examined in the literature. Nevertheless, the relationship between the intention to purchase and...
LitStream

Chapter 8Metrics of Engagement on Social Networks and Their Relationship to the Customer's Decision-Making Process Under e-Commerce Conditions

Nastišin, L’udovít; Fedorko, Richard

Pages: 74 –82

[In today's world, social media is already a full-fledged part of the marketing mix. Their growth has been huge in recent years. Our paper seeks to analyze the metrics that make up social media engagement and their relationship with consumer’s purchase intentions. The variables examined in our...
LitStream

Chapter 9Online Shopping Problems in the Context of B2C E-commerce in the Visegrad Four Countries

Fedorko, Richard; Kráľ, Štefan

Pages: 83 –94

[As online shopping grows, problems with online shopping grow, too. The main aim of the paper is to evaluate and compare problems customer face when online shopping in the Visegrad Four countries (Slovakia, Czechia, Hungary, Poland). The paper outlines the theoretical basis of online shopping and...
LitStream

Chapter 10The New Adult on the Block: Daily Active Users of TikTok Compared to Facebook, Twitter, and Instagram During the COVID-19 Crisis in Belgium

Hellemans, Johan; Willems, Kim; Brengman, Malaika

Pages: 95 –103

[It is believed that due to quarantine regulations during the covid-19 crisis, more people are attracted to social media. Especially TikTok seems to be linked to this crisis, given its rise to fame during the same period. However, to date, very little is known about TikTok regarding the number of...

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