Index

Developing Digital Marketing

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

Publication date: 11 June 2021

This content is currently only available as a PDF

Citation

(2021), "Index", Thaichon, P. and Ratten, V. (Ed.) Developing Digital Marketing, Emerald Publishing Limited, Bingley, pp. 201-206. https://doi.org/10.1108/978-1-80071-348-220211013

Publisher

:

Emerald Publishing Limited

Copyright © 2021 by Emerald Publishing Limited


INDEX

Access to finance
, 52–54

Access to markets
, 54–55

Ada Health
, 125

Advertisements
, 155–156

in consumer decision making
, 156–160

Aesthetic design of web page
, 23

Agency
, 140–141

AI-based anthropomorphic agents
, 103–104

Airbnb (room/house rental)
, 6

Alexa
, 103–104, 120

Alibaba
, 6, 124

Aloft Hotels
, 124

Amazon
, 6, 21

Analysis of variance (ANOVA)
, 29

ANOVA analysis
, 169

Anthropomorphic AI
, 103–105

frequent terminologies and meanings
, 107–108

inability to understand context
, 127

intersection of relationship marketing and customer experience
, 104–105

managerial awareness
, 125–127

practical insights
, 105–125

technological limitations
, 125–127

Anthropomorphism
, 105

Areas of interest (AOI)
, 162–165

analysis
, 167–168

Artificial general intelligence (AGI)
, 125–127

Artificial intelligence (AI)
, 7, 135–136, 196

AI-based marketing
, 7, 11

challenges of AI-induced physical-digital space
, 143–146

to enhance customer experience
, 138–139

ethical issues
, 145

management imagination
, 144

managing resources
, 145–146

physical-digital space
, 146–148

uncanny valley effect
, 145

Attention
, 155–157

Augmented reality (AR)
, 7, 197–198

Australia and New Zealand Banking Group Limited (ANZ)
, 122

Authority
, 140–141

Autonomy
, 140–141

Avatar
, 105, 122

Banking portfolio management
, 65–66

data description
, 68–69

empirical results
, 70–72

methodology
, 69–70

Banking sector
, 65–66, 122, 124

Bao cap
, 44–45

BevMo
, 120

Blockchain

applications in marketing
, 11–12

technology
, 197

Brands
, 192–193

Business practice

current trends of digital marketing in
, 192–196

future directions and trends of digital marketing in
, 196–198

Business Registration Division (BRD)
, 48–49

Cambridge Analytica scandal
, 11

Centre for Social Initiatives Promotion (CSIP)
, 45, 53, 56, 58

Chatbots
, 82, 105, 120

China Commercial Banks
, 69

Chinese banking sector
, 65–66

City’s People Committee
, 49

Co-creation marketing
, 5, 195

Co-operatives
, 44–45

Cognitive competences
, 90

Conditional Value at Risk
, 65–66

Conscious processing
, 170

Consciousness
, 160

Construct macroeconomic uncertainty indexes (CMU)
, 68

Consumer decision making, advertisements, packaging and emotions in
, 156–160

Consumer-to-consumer relationships (CtoC relationships)
, 8–11

Content creation
, 182–183

Content-based digital marketing
, 183

Convex risk measures
, 70

Convexity
, 70

Corporate social responsibility (CSR)
, 44

Covariance optimisation model
, 71

Creative industries
, 81

Creativity
, 91

Crisis-based entrepreneurship education, research opportunities on
, 96–97

Customer experience (CX)
, 103–104, 136

artificial intelligence to enhance
, 138–139

in digital environment
, 137–138

intersection
, 104–105

lens of customer experience in relationship marketing
, 136–138

new framework to enhance
, 139–143

in physical environment
, 137

practical insights into anthropomorphic AI to enhance
, 105, 109, 117, 125

Customer relationship management (CRM)
, 192

Cyber-physical system
, 139

Dialogue, access, risk/benefits and transparency (DART)
, 5

Digital assistant
, 105, 118

Digital content
, 79–80, 187

Digital disruption in sport
, 80–82

Digital environment, customer experience in
, 137–138

Digital marketers
, 78

Digital marketing. See also Relationship marketing (RM)
, 2, 41–42, 65–66, 75–77, 79, 186

current trends
, 192–196

development
, 2

and electronic word-of-mouth
, 183–186

future directions and trends
, 196–198

future research direction
, 7, 9–10, 13

and impact on entrepreneurship education
, 91–92

to improve social entrepreneurship ecosystem
, 59–60

social forms
, 79–80

Digital sport marketing. See also Sport marketing
, 75–77, 81–82

future research suggestions
, 83–84

practical implications
, 82

theoretical contributions
, 83

Digital technologies
, 2, 191–192

Digitalisation
, 79

Digitalised brand engagement platforms
, 5

Disembodied anthropomorphic AI
, 105

‘Doi moi’ period
, 45

Double-sided customer relationship framework
, 6–7

Dual-path information processing model
, 182

E-commerce
, 19–20

eBay
, 6, 21

Ecolink
, 54

Ecosystem analysis
, 41–42

Education
, 98

Electroencephalography (EEG)
, 159–160

Electronic services (e-service)
, 77–78

Electronic word-of-mouth (eWOM)
, 4, 181, 183, 186

digital marketing and
, 183–186

recommendations to business
, 186–188

social impacts and
, 184–185

Email

advertising
, 3

marketing
, 2–3

Embodied anthropomorphic AI
, 105

Emotional/emotions
, 90–91

advertising
, 158–159

competences
, 90

in consumer decision making
, 156–160

intelligence
, 91

Empowerment
, 88

Enterprise Law
, 49, 51

Entertainment factors
, 24

Entrepreneurial competencies
, 89–90

Entrepreneurial ecosystems
, 98

Entrepreneurial intention
, 88–89

Entrepreneurial self-efficacy
, 90

Entrepreneurship
, 43, 89

Entrepreneurship education
, 87–88, 91

competences
, 90

digital marketing and impact on
, 91–92

emerging themes
, 94–95

gender and
, 97–98

measure effectiveness of
, 95–96

new theoretical bases
, 96–97

types
, 92–94

Euro-zone bond market
, 65–66

Experience-based approaches
, 94

Experiential learning
, 95

Eye movement
, 164

Eye tracking
, 155–156, 162, 165

analysis result
, 167–170

literature review of research concepts
, 156–165

methodology
, 165–167

Facebook
, 81–82

FBA Innovation Challenge
, 47–48

Financial services
, 122–124

Fixations
, 164

analysis
, 167–168

Flight Centre Travel Group
, 124, 141–142

FlyZoo Hotel
, 124, 141–142

Gender and entrepreneurship education
, 97–98

Geopolitical risk index (GPR index)
, 65–66, 68

Global economic political uncertainty (GEPU)
, 65–66

Global Entrepreneurship Monitor (GEM)
, 97–98

Google
, 3

GoPro
, 193

5G technology
, 198

Healthcare
, 124–125

Heat maps
, 164, 168

analysis
, 167–168

‘Hierarchy of effects’ model
, 158–159

Home entertainment
, 118–120

HopeBox
, 47–48

Hospitality
, 124

Humanoid robots
, 105, 125

IKEA Place
, 197–198

Immersive marketing
, 7, 11

Immersive technologies
, 197–198

Impact Investors
, 53

Influencers marketing
, 195–196

Information and communication technologies (ICT)
, 2

Information technology (IT)
, 5

Instagram
, 81–82

Institutional framework
, 48–50

Intangibility
, 22–23

Integrated marketing communication (IMC)
, 155–156

Intellectual capital (IC)
, 65–66

Interactive content
, 194

Interactive websites
, 5

Internet marketing. See Digital marketing

Internet of Things (IoT)
, 2, 12–13, 118, 120, 137–138

Kickstarter
, 6

Knowledge economy
, 88

KOTO
, 47–48, 53

Learning
, 89–90

Legal & regulatory frameworks
, 50–52

Live streaming
, 194

Live videos
, 194

Lotus Impact
, 53

LoweBot
, 122

Lyft (car-sharing)
, 6

Marketing communication
, 47–48

Markowitz model
, 65–66

Marriott International
, 124

Medical Technology Transfer and Services (MTTS)
, 54

Micro-influencers
, 196

MIDAS-GARCH model
, 65–66

Minister of Planning and Investment (MPI)
, 48

ModiFace
, 197–198

Monetary policy uncertainty (MPU)
, 68

MSN
, 3

Nadia
, 125

National Business Registration Agency (NBRA)
, 48

National Disability Insurance Scheme (NDIS)
, 125

Natural language processing (NLP)
, 146

Neuromarketing
, 161–162

Neuroscience
, 90–91

Non-profit organisations (NGO)
, 45

Not-for-profit sector social entrepreneurship
, 43

Offline marketing
, 4

Omnichannel marketing
, 192–193

Online consumer behaviour
, 23–24, 30

Online marketing. See Digital marketing

Online shopping
, 20–21

Online shopping cart abandonment (OSCA)
, 19–20

aesthetic design of web page
, 23

antecedents
, 20–21

causes
, 20

consumers engage in
, 34–35

entertainment factors
, 24

financial reasons
, 22

intangibility
, 22–23

managerial implications
, 32–34

method
, 25

privacy issues
, 23

reasons for
, 20, 24, 30, 32

recommendations for businesses
, 34–36

results
, 25–29

shopping carts as organisational tool
, 21–22

social influences
, 23–24

strategies
, 35–36

technology glitches
, 24

time pressures
, 22

updated model
, 24–29

Online technology
, 191–192

Organisation for Economic Co-operation and Development (OECD)
, 43–44

Oxfam
, 53

Packaging
, 155–156

in consumer decision making
, 156–160

Para-social interaction theory
, 96

Patamar Capital
, 53

Pepper robot
, 122

Phillip Hue
, 118

Physical environment, customer experience in
, 137

Physical spaces

digitising
, 140–141

mixing digital with
, 142–143

Physical-digital space (PDS)
, 136, 139–140, 143, 146, 148

scaling up
, 148

small and embracing failure
, 147

understanding technologies
, 146

use cases
, 146–147

Planning competency
, 89–90

Pokemon Go
, 142

Portfolio
, 65–66

Privacy issues
, 23

Private social entrepreneurship
, 43

Professional internships
, 93–94

Prosumption marketing
, 8–11

in sharing economy
, 6–7

Provider-focused marketing communications
, 6–7

Public sector social entrepreneurship
, 43

Pupil centre corneal reflections (PCCR)
, 163

Purchase Intention
, 158–159

Radio-Frequency Identification (RFID)
, 141

Real-time bidding
, 196

Relationship marketing (RM). See also Digital marketing
, 2, 78, 103–104, 191–192

intersection
, 104–105

lens of customer experience in relationship marketing
, 136–138

theories and practices
, 135–136

Relationship perspectives

in academic research
, 2

future research direction
, 7–13

Retailing
, 120–122

Saccades
, 164

Sapa O’Chau
, 47–48

Search engine marketing
, 3–4

Self-control competency
, 89–90

Sephora Virtual Artist
, 197–198

Service learning
, 92–93

‘Share of Coke’ campaign
, 193

Sharing business models
, 6

Shopping carts as organisational tool
, 21–22

Skills & business development support
, 55–56

Small and medium enterprises (SMEs)
, 49–50

Smart home
, 118–120

SmartAisle
, 120

Social aspects theory
, 97

Social competences
, 90

Social enterprises in Vietnam
, 42–44

Social entrepreneurship. See also Entrepreneurship education
, 42

culture
, 46–48

ecosystem analysis
, 46–59

features
, 43

managing, measuring and reporting impact
, 56–59

models
, 43

practices
, 46

in Vietnam context
, 44–46

Social impacts
, 183–184, 186

content in digital marketing and
, 183–184

and e-WOM
, 184–185

theory
, 184

Social influences
, 23–24

Social interaction
, 187

Social loafing theory
, 96

Social media

marketing
, 5–6, 8

platforms
, 6

Social networking sites
, 5

Social power theory
, 96

Spam
, 3

Sport marketing
, 80

programs
, 84

theory
, 83

Static subliminal stimulus
, 167

Statistical analysis
, 169–170

Stimulus-organism-response model (S-O-R model)
, 7

Strong AI
, 125–127

Subconscious
, 160

Subliminal
, 160–162

advertising
, 155–158

images
, 165

perception
, 160–161

words
, 165

Subsidy Period
, 44–45

Superintelligence
, 125–127

Technology
, 2, 138, 197–198

glitches
, 24

‘The he xanh JSC’ (THX)
, 54

Theory of Buyer Behaviour
, 20–21

Theory of risk minimisation
, 70–71

Threshold
, 161

Time pressures
, 22

Time to First Fixations (TIFFs)
, 169

Tourism
, 124

Traditional services, digitising
, 141–142

Travel
, 124

Travel Solutions
, 124, 141–142

Twitter
, 81–82

Two-step implementation approach
, 148

Uberis Capital
, 53

Uncanny valley effect
, 145

Unconscious
, 160

Unitus. See Patamar Capital

User-generated content (UGC)
, 4–5, 192–193

Value at Risk (VaR)
, 65–66

Value co-creation
, 83

Verbal self-report studies
, 158–159

Vietnam
, 41–42

digital marketing to improve social entrepreneurship ecosystem
, 59–60

literature review
, 42–44

social enterprises in
, 42, 44

social entrepreneurship in Vietnam context
, 44–46

Virtual reality (VR)
, 7, 197–198

Voice search smart speakers
, 196

Weak/narrow AI
, 125–127

Web marketing. See Digital marketing

Website marketing
, 2–3

Work integration social enterprise (WISE)
, 43

Yahoo
, 3

Zilok (goods rental)
, 6

Zora
, 125