This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.

Narration can be conceptualized as conveying two or more events (or an event with a situation) that are logically interrelated and take place over time and have a consistent topic. The concept includes every storytelling text. The advertisement is one of the text types that includes a story, and the phenomenon conceptualized as advertising narration has gained new dimensions with the widespread use of digital media. The Handbook of Research on Narrative Advertising is an essential reference source that investigates fundamental marketing concepts and addresses the new dimensions of advertising with the universal use of digital media. Featuring research on topics such as branding, mobile marketing, and consumer engagement, business professionals, copywriters, students, and practitioners will find this text useful in furthering their research exposure to evolutionary techniques in advertising.

This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers

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.

The SAGE Handbook of Marketing Ethics draws together an exhaustive overview of research into marketing’s many ethical conundrums, while also promoting more optimistic perspectives on the ways in which ethics underpins organizational practices. Marketing ethics has emerged in recent years as the key and collective concern within the ever-divergent fields of marketing and consumer research. This handbook brings together a rich and diverse body of scholarly research, with chapters on all major topics relevant to the field of marketing ethics, whilst also outlining future research directions. PART 1: Foundations of Marketing Ethics PART 2: Theoretical and Research Approaches to Marketing Ethics PART 3: Marketing Ethics and Social Issues PART 4: Issues in Consumer Ethics PART 5: Ethical Issues in Specific Sectors PART 6: Ethical Issues in the Marketing Mix PART 7: Concluding Comments and Reflections

Uniquely relating social media communication research to its computer-mediated communication foundation, as well as digital and emerging media trends, this handbook is an indispensable resource whether you're a graduate student or a seasoned practitioner.

This book constitutes the refereed proceedings of the 9th International Conference on Computational Data and Social Networks, CSoNet 2020, held in Dallas, TX, USA, in December 2020. The 20 full papers were carefully reviewed and selected from 83 submissions. Additionally the book includes 22 special track papers and 3 extended abstracts. The selected papers are devoted to topics such as Combinatorial Optimization and Learning; Computational Methods for Social Good Applications; NLP and Affective Computing; Privacy and Security; Blockchain; Fact-Checking, Fake News and Malware Detection in Online Social Networks; and Information Spread in Social and Data Networks.

In the digital age, numerous technological tools are available to enhance business processes. When these tools are used effectively, knowledge sharing and organizational success are significantly increased. Social Media Marketing: Breakthroughs in Research and Practice contains a compendium of the latest academic material on the use, strategies, and applications of social media marketing in business today. Including innovative studies on email usage, social interaction technologies, and internet privacy, this publication is an ideal source for managers, corporate trainers, researchers, academics, and students interested in the business applications of social media marketing.

This is an open access book. Management science and engineering is a systematic discipline that combines modern information technology and digital technology, and then uses some related discipline methods, such as systems science, mathematical science, economics and behavioral science, and engineering methods. After analyzing and researching some problems arising from social economy, engineering, education, finance, etc., and making corresponding countermeasures. The main purpose is to achieve control and planning, decision-making and adjustment in social, economic, education, engineering and other aspects, and then make improvements, and finally organize and coordinate. The relevant departments can be combined to achieve system management, so that the allocation of resources and the Management can be rationally optimized, so that individual functions can play the greatest role, minimize resource consumption, and maximize the optimal allocation of resources. This is also the ultimate research purpose. Liangliang Wang said:" Management is the productive force, which promotes the development of the country, society and enterprise. The relationship between management practice and management science is the relationship between theory and practice. The research on management science helps to improve the level of management, and then promote the development of the country, society and enterprises. On the other hand, management practice changes with the continuous progress of the times. It is necessary to study the current situation and trend of management science in the new era, which will help to clarify the future development direction of the discipline and discover the deficiencies in management scientific research and grasp it. The focus of management science research, thereby promoting research in management science." Therefore, it is necessary to create a space for management science practitioners, engineering practitioners, researchers and related enthusiasts to gather and discuss this current issue. The 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022) aims to accommodate this need, as well as to: 1. provide a platform for experts and scholars, engineers and technicians in the field of management and software engineering to share scientific research achievements and cutting-edge technologies 2. understand academic development trends, broaden research ideas, strengthen academic research and discussion, and promote the industrialization cooperation of academic achievements 3. Promote the institutionalization and standardization of management science through modern research The conference will focus on software processing and information systems, combining research directions in the field of management. ICMSSE International Conference on Management Science and Software Engineering welcomes papers dealing with management systems research, software programming, management systems optimization, information systems management, etc. The 2nd International Conference on Management Science and Software Engineering (ICMSSE 2022) will be held in Chongqing on July 15-17, 2022. The conference sincerely invites experts, scholars, business people and other relevant personnel from domestic and foreign universities, research institutions to participate in the exchange.

This Second Edition remains the only book to discuss both theory and application of qualitative research techniques to inspire great advertising and build strong brands. Using a step-by-step approach created for students considering advertising careers and for those currently working in the advertising industry, this book explains what qualitative research techniques are designed to do. The text describes how these techniques aid in uncovering insights useful for advertising strategy development, creative development, and post-campaign evaluation. Practical information and discussions on interviewing, projective techniques, focus groups, and online/social media applications positioned within a theoretical context illustrate the value of qualitative research in the real world.