The SAGE Handbook of Digital Marketing

Annmarie Hanlon teaches Digital and Social Media Marketing at the Cranfield School of Management and is a practitioner working on digital marketing strategy and social media projects with regional, national and international organisations. Originally a graduate in French and Linguistics, she subsequently gained a Masters in Business Administration, focusing on marketing planning. She studied for the Chartered Institute of Marketing Diploma for which she won the Worshipful Company of Marketors' award for the best worldwide results. As an early adopter, working in 'online marketing' since 1990, Dr Hanlon is a Fellow of the Chartered Institute of Marketing, a Member of the Marketing Institute Ireland and a Liveryman of the Worshipful Company of Marketors. A past winner of the Mais Scholarship, her research interests include the strategic use of digital marketing and social media in organisations, differences in practice between generations and ethical issues in practice. Annmarie's SAGE textbooks include Digital Marketing, Strategic Planning and Integration and The Digital Marketing Planner. Follow her updates on Twitter @AnnmarieHanlon Tracy L. Tuten is a professor of marketing at Sofia University, USA and author of several books including co-author of the award-winning textbook, Social Media Marketing. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was followed by others on using social media and digital marketing for the enterprise, and the book, Advertisers at Work, which features interviews with luminaries in the field. Dr. Tuten's publications have appeared in such journals as Journal of Marketing Communications, Psychology & Marketing, and Journal of Business Research. A two-time Fulbright Scholar, she frequently speaks around the world on marketing topics. She's been recognized with teaching awards at her respective institutions and with national awards, such as the O'Hara Leadership Award in Direct & Interactive Marketing Education. In 2013, she was inducted into the Incredible Women of ECU series, which highlights female graduates of East Carolina University who have reached exceptional levels of achievement in their respective careers. Follow her updates on Twitter @brandacity

Part 1: Foundations of Digital Marketing Chapter 1: Introduction to Digital Marketing - Annmarie Hanlon & Tracy L. Tuten Chapter 2: Customer Journey as Participatory Service Ecosystem - Julia Wolny Chapter 3: Experiential Marketing in a Digital Era - Ann Torres & Aine Doherty Chapter 4: Marketing Automation: A Design Perspective - Declan Scully Chapter 5: Big Data Marketing: Context and Affordances - Leon Michael Caesarius & Jukka Hohenthal Part 2: Methodologies and Theories in Digital Marketing Chapter 6: Origins and Development of Online Communities and their Role in Marketing Research - Daiane Scaraboto & Marcia Christina Ferreira Chapter 7: The Technology Acceptance Model: Antecedents and Consequences - Vasilis Theoharakis & Nikos Mylonopoulus Chapter 8: The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing - Paolo Franco Chapter 9: The Impact of Electronic Word-of-Mouth (eWOM) on Consumer Behaviours - Hongfei Liu, Ahmed Shaalan, & Chanaka Jayawardhena Chapter 10: Qualitative Insights for Digital Marketing - Marcia Christina Ferreira & Daiane Scaraboto Part 3: Channels and Platforms in Digital Marketing Chapter 11: Reinventing E-mail Marketing through a Personalisation Strategy - Alanah Malkani Chapter 12: Price Comparison Websites - Desmond Laffey Chapter 13: Ecommerce Purposes and Types from the Perspective of Transaction Cost Economics - Aras Alkis Chapter 14: The Relationship between Ecommerce and Social Commerce: Subest, Evolution or New Paradigm? - Bairbre Brennan Chapter 15: The Role of Mobile Technologies in Digital Marketing and Sales - Lara Stocchi Chapter 16: The New Realities in Digital Marketing: Virtual Reality, Augmented Reality, and Extended Reality - Sereikhuoch Eng Part 4: Tools, Tactics and Techniques in Digital Marketing Chapter 17: Creative Crowdsourcing: A Marketing Strategy for Innovative Companies - Nadia Steils & Salwa Hanine Chapter 18: Digital Content Marketing - Inna Piven Chapter 19: Programmatic Advertising - Ramaprasad M. Unni Chapter 20: The Role of Push Notifications - Diana Gavilan Chapter 21: The Chatbot Revolution: Companies and Consumers in a New Digital Age - Ahmed Shaalan, Marwa E. Tourky, & Khaled Ibrahim Chapter 22: Voice Marketing - Alice Zoghaib Part 5: Management and Metrics in Digital Marketing Chapter 23: How Organizations Measure, Manage and Monitor Digital Marketing - Jeremy Harris Lipschultz Chapter 24: Key Factors in Online Community Management - David W. Peck Chapter 25: Love, Hate and Everything in Between: Online Complainants' Emotions during Service Recovery Episodes - Wolfgang Weitzl Chapter 26: Digital Advertising: Measurement, Metrics and Future Research Agenda - Sarah Turnbull Part 6: Ethical Issues in Digital Marketing Chapter 27: Research Ethics in Digital and Social Media Marketing Research - Sarah Quinton & Nina Reynolds Chapter 28: Managing the Message, from Fake News to Filter Bubbles - David Lynn Painter & Raghabendra Pratap KC Chapter 29: Brandjacking in Paid Search: An unresolved problem - Peter O'Connor Chapter 30: Talk to Me - The Rise of Voice Assistants and Smart Speakers: A Balance between Efficiency and Privacy - Sven Tuzovic Chapter 31: Privacy Regulation in the Age of Artificial Intelligence - Christelle Aubert-Hassouni & Julien Cloarec