Developing Digital Marketing

ISBN: 978-1-80071-349-9, eISBN: 978-1-80071-348-2

Publication date: 11 June 2021


(2021), "Prelims", Thaichon, P. and Ratten, V. (Ed.) Developing Digital Marketing, Emerald Publishing Limited, Leeds, pp. i-xvii.



Emerald Publishing Limited

Copyright © 2021 by Emerald Publishing Limited

Half Title Page

Developing Digital Marketing

Title Page

Developing Digital Marketing: Relationship Perspectives

Edited by

Park Thaichon

Griffith University, Australia


Vanessa Ratten

La Trobe University, Australia

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2021

Copyright © 2021 by Emerald Publishing Limited

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ISBN: 978-1-80071-349-9 (Print)

ISBN: 978-1-80071-348-2 (Online)

ISBN: 978-1-80071-350-5 (Epub)

List of Figures

Figure 1.1. Major Research Streams in Digital Marketing Over Time.
Figure 4.1. Portfolio Returns Under Different Return Optimisation Models of Risk.
Figure 4.2. GPR and CVaR Co-movement.
Figure 7.1. Understanding Anthropomorphic Artificial Intelligence.
Figure 7.2. Integrating Voice-enabled Digital Assistant to Smart-connected Products and Web Services.
Figure 7.3. Interactions between a Customer and a Chatbot and the Underlying Mechanism.
Figure 7.4. The Underlying Mechanism of Customer-avatar Interactions.
Figure 7.5. Bringing Robot to Servicescape and Its Underlying Mechanism.
Figure 8.1. Physical-digital Space Framework for Enhancing Customer Experience.
Figure 8.2. Strategies for Enabling AI-driven Physical-digital Space.

List of Tables

Table 1.1. Future Research Directions in Digital Marketing.
Table 2.1. Internal Consistency for the Final Subscales.
Table 2.2. Factor Structure of the Twenty-four Item Online Shopping Cart Abandonment Scale.
Table 2.3. Results from the Principle Components Analysis of the Online Shopping Cart Abandonment Scale.
Table 2.4. Results from the Pairwise Comparisons between Consumer Reasons for Shopping Cart Abandonment.
Table 4.1. China Commercial Banks.
Table 6.1. Research Opportunities on Crisis-based Entrepreneurship Education.
Table 7.1. A List of Frequent Terminologies and Their Meanings.
Table 7.2. Anthropomorphic Artificial Intelligence to Enhance Customer Experience.
Table 9.1. Results from the AOI Analysis (Male Participants).
Table 9.2. Results from the AOI Analysis (Female Participants).
Table 9.3. ANOVA Analysis Results on Male Participants for TIFF.
Table 9.4. ANOVA Analysis Results on Female Participants for TIFF.
Table 9.5. ANOVA Analysis Results on Male Participants for the Time Spent.
Table 9.6. ANOVA Analysis Results on Female Participants for the Time Spent.

About the Contributors

Matthew Barber is Research Assistant at the Consumer Research Lab, Curtin University. He specialises in wine and digital marketing. Through the Consumer Research Lab, Mr Barber has worked with industry partners including HBF Insurance and SOHO Indonesia on their digital marketing strategies.

Yi Bu is a PhD Candidate in the Department of Marketing at Griffith University. He completed his Graduate Diploma of Research Studies from Griffith University and a Master of Commerce at the University of Western Australia. He worked in the hospitality industry and media industries for many years in China before coming to Australia. His research interests include digital marketing, relationship marketing and consumer behaviour.

Nicolas Hamelin is SPJAIN Neuroscience Lab Director in Sydney, Australia; an adjunct Associate Professor of Marketing at the American University of Cairo and at Franklin University Switzerland. He holds a PhD in Physics from Sussex University in the UK, an MSc in Environmental Management from Ulster University and a PhD in Business at the Royal Docks Business School, University of East London. In Hong Kong he worked as a photojournalist for Window, Elle and Virgin. He later trained as a TV news reporter at INA, Paris, and worked for TV-grenoble as a local news reporter. Previously he was a research fellow for City University of Hong Kong, the Foundation for Fundamental Research on Matter and the Energy Center of the Netherlands. In international business, he worked at ST-Ericsson and at Nokia BU, as a technical and strategic marketing manager. Until 2015 he served as assistant professor in the School of Business at Al Akhawayn University in Ifrane, Morocco. Dr Hamelin is also an analyst for Euromonitor International, a London-based global marketing research agency, and the founder of IPT LTY ltd a neuroscience startup based in Sydney, Australia. His main research interests are in the fields of Consumer Behavior, Neuro-Marketing, Social Marketing and Environmental Management.

Rakibul Hasan is a PhD Candidate in the Department of Marketing at Griffith Business School, Griffith University, Australia. He is very much passionate about AI and keen to learn more about AI’s differential impact in marketing and society. Overall, his research interests include technology, digitalisation, business process optimization, ethics and consumer behaviour. His current research project examines the differential impact of anthropomorphism of AI in both physical and digital environments (e.g. robots, avatars) from the perspective of consumer experience.

(Jenny) Dung Le has 10 years’ teaching and research experiences in experiential and digital marketing. She finished her master’s degree in Marketing Management at the University of Paris Dauphine, France, and her PhD program at Griffith University, Australia. She has published a number of good publications in top-tier journals such as International Journal of Hospitality Management, Journal of Tourism and Travel Marketing, Current Issues in Tourism, Journal of Sustainable Tourism.

Sean Lee is a Lecturer at the School of Marketing, Curtin University. He specialises in consumer psychology and tourism research. Dr Lee has worked with industry partners including Optus Stadium, Redbull and others on optimising their marketing and place activation strategies.

Tuyet-Mai Nguyen is a Research Fellow at Social Marketing at Griffith Business School, Griffith University in Australia. Her research interests include e-commerce, knowledge sharing and social media. Mai is also serving as a Senior Lecturer and a Marketing Specialist at the Department of Information and E-commerce, Thuongmai University, Vietnam. Her research appears in journals, such as Journal of Knowledge Management, VINE Journal of Information and Knowledge Management Systems and Journal of Retailing and Consumer Services. Mai Nguyen can be contacted at .

Joy Parkinson is Research Director for Social Marketing@Griffith. Joy is a consumer behaviour expert working in systems social marketing, transformative services research, service thinking in social marketing and social value creation. Dr Parkinson's expertise is in the design, implementation and evaluation of health services, including digital services. Dr Parkinson has published her research in a variety of academic journals including Journal of Service Marketing, Journal of Service Theory and Practice, European Journal of Marketing and Journal of Business Research. Dr Parkinson is a Management Board Member of the Australian Association of Social Marketing and the Evaluation Strategic Advisor on the Queensland Health Alliance My health for life Operations Management Committee.

Sara Quach is a Lecturer in the Department of Marketing, Griffith University, Australia. Her research interests are in the areas of services marketing, marketing research, consumer behaviour and relationship marketing. Sara's research has been published in leading marketing journals including but not limited to the Industrial Marketing Management journal, European Journal of Marketing, Journal of Business Research, Journal of Retailing and Consumer Services, Journal of Business and Industrial Marketing, Journal of Strategic Marketing and Marketing Intelligence and Planning. She has won several awards at top marketing conferences such as Best Paper Award at The 2016 Mystique of Luxury Brands Conference, People's Choice Award (Best Poster) at the 2016 Australian & New Zealand Marketing Academy Mid-Year Doctor Colloquium, and the Best Paper Award at the 2015 Australian & New Zealand Marketing Academy and Global Alliance of Marketing and Management Associations Joint Symposium.

Sumayya Rashid is a PhD Researcher at La Trobe University, Melbourne, Australia. Her research interests are women entrepreneurship in emerging economies, artisan entrepreneurs, family businesses, entrepreneurial ecosystem and subsistence entrepreneurs.

Vanessa Ratten is an Associate Professor of Entrepreneurship and Innovation at La Trobe University in Melbourne, Australia. She has authored books including Entrepreneurship and Innovation in Smart Cities (2017), Frugal Innovation (2019), and Sport Entrepreneurship (2018). In addition, she has edited more than 20 books, ranging from Knowledge Spillover-based Strategic Entrepreneurship (2016), Sport Entrepreneurship and Innovation (2016) and Transformational Entrepreneurship (2018).

Pemika Rochanapon was a Master's Student at the Consumer Research Lab, Curtin University, during the completion of this research. She specialises in online and digital consumption. A research focus of Miss Rochanapon is online shopping cart abandonment and she has applied her knowledge in a wide range of industries in Thailand.

Michelle Stankovic is a PhD Candidate at the School of Psychology, Curtin University. She specialises in cross-cultural and decision-making research. Through the Consumer Research Lab, Miss Stankovic has worked with RAC Insurance and Redbull on their consumer biometric research.

Billy Sung is a Senior Lecturer at the School of Marketing, Curtin University. He specialises in digital marketing, consumer psychology and neuromarketing. Dr Sung leads the Consumer Research Lab, which specialises in the use of consumer biometrics to conduct market and consumer research. He has consulted for a wide range of stakeholders in insurance, finance, fast moving consumer goods, health promotion agencies, and pharmaceuticals amongst others.

Park Thaichon is a Senior Lecturer and the Cluster Leader of the Relationship Marketing for Impact research cluster at the Department of Marketing, Griffith Business School, Griffith University, Australia. Park has published over 45 A ranked journal articles since 2015. He has received several faculty Research Excellence Awards (2015 and 2016), Best Paper Awards (2015 and 2016), Best Poster Awards (2013 and 2015), Best Reviewer Awards (2017 and 2019), Conference Best Presentation Award (2014) and Teaching Excellence Recognition Schemes (2018 and 2019). His main research interests include relationship marketing, tourism marketing, marketing management, digital marketing, technology and consumer behaviour. He has served as a guest editor for the Journal of Consumer Behaviour, Journal of Strategic Marketing, Journal of Retailing and Consumer Services, Asia Pacific Journal of Marketing and Logistics, Australasian Marketing Journal, Marketing Intelligence and Planning and World Marketing Congress (WMC).

Ashleigh-Jane Thompson, PhD, is a Lecturer in the Department of Management, Sport and Tourism, where she teaches in the sport management program. Previously, she held a position in the School of Sport, Exercise and Nutrition at Massey University (NZ), before joining La Trobe University at the Bendigo campus in 2018. Her primary research examines the nexus between sport and media and communications, and sociology. Specifically, this research considers the (re)presentation of entities in media, digital and social media, and the influence and impact on the communication between sport organisations, athletes and consumers. In addition to this, she is currently developing a secondary strand of research related to official, coach and athlete well-being. Her research has been published in journals such as Annals of Leisure Research, Communication and Sport, the International Journal of Sport Communication, International Journal of Sport Management and the Journal of Applied Sport Management. Additionally, Ashleigh's research has been presented at international conferences in countries such as New Zealand, Ireland, the United States and the United Kingdom. Ashleigh is a current member of the International Association for Communication and Sport (IACS), the Sport Management Association of Australia and New Zealand (SMAANZ) and the editorial board of the International Journal of Sport Communication. She currently serves as the Secretary on the SMAANZ board, and is a member of the Bendigo Tennis Association, Bendigo Academy of Sport and Proud 2 Play Boards.

Scott Weaven is a Professor and Head of the Department of Marketing in the Griffith Business School, Griffith University, Australia. He has a PhD in asymmetric marketing exchange relationships and firm performance, and has active research interests in relationship marketing, ‘big data’ and behavioural aspects of consumers and sellers in offline and online contexts. His research has been published in various national and international journals including the Journal of the Academy of Marketing Science, Journal of Retailing, European Journal of Marketing, Journal of Small Business Management, Journal of International Marketing, and International Small Business Journal. Professor Weaven's recent research has focused on examining digital, relational and hybridised methods of international market entry, e-commerce and encroachment issues in franchise systems, hybrid sales structures, online relationship marketing and consumer sentiment analysis and market segmentation in a variety of business contexts.

Anish Babu Zacharia is an Entrepreneur based in Dubai and holding business interests in different business sectors. He holds a Doctor of Business Administration degree with specialisation in Neuromarketing from SP Jain School Of Global Business, Sydney. He also holds an MS degree in Electrical Engineering from California State University, Long Beach; an MBA degree from Lucas Graduate School of Business, San Jose State University, California; a BTech degree in Electronics and Telecommunication from TKM College of Engineering, India; and Honors Diploma in Computer Networking from NIIT, India. He has worked for MESA schools’ program in California and later worked as an Online Marketing Manager for, California. He also has worked as the General Manager for Global Pioneer Industries, UAE. He has experience as a business consultant for Printing Presses, Aluminum Industries and Powder coating companies. Presently he is on the board of directors for four companies based in UAE. His main interests are in the field of Neuromarketing, Marketing Strategies, Paper and Printing technology and Automobile Protection systems. He has also authored children’s books.

List of Contributors

Matthew Barbera Curtin University, Australia
Yi Bu Griffith University, Australia
Panagiotis E. Dimitropoulos University of Peloponnese, Sparta, Greece
Nicolas Hamelin American University in Cairo, Egypt and S P Jain School of Global Management, Australia
Rakibul Hasan Griffith University, Australia
Konstantinos Koronios University of Peloponnese, Kalamata, Greece
Christos E. Kountzakis University of the Aegean, Samos, Greece
Dung Le Vin University, Vietnam
Ngoc Le La Trobe University, Australia
Sean Lee Curtin University, Australia
Tuyet-Mai Nguyen Griffith University, Australia
Lazaros Ntasis University of Peloponnese, Tripoli, Greece
Joy Parkinson Griffith University, Australia
Sara Quach Griffith University, Australia
Sumayya Rashid La Trobe University, Australia
Vanessa Ratten Latrobe University, Australia
Pemika Rochanapon Curtin University, Australia
Michelle Stankovic Curtin University, Australia
Billy Sung Curtin University, Australia
Park Thaichon Griffith University, Australia
Ashleigh-Jane Thompson La Trobe University, Australia
Scott Weaven Griffith University, Australia
Anish Babu Zacharia Nebraska Papers, Dubai, United Arab Emirates