Advances in Digital Marketing and eCommerce: Second International Conference, 2021

The book highlights the latest research articles presented at the second Digital Marketing & eCommerce Conference in June 2021, covering various topics like user psychology, influencer marketing, social media monetization, and more.

Format: Paperback / softback
Length: 336 pages
Publication date: 28 May 2022
Publisher: Springer Nature Switzerland AG

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The book delves into the latest research articles presented at the second Digital Marketing & eCommerce Conference, held in June 2021. These papers encompass a wide range of digital marketing and eCommerce-related topics, including:

User Psychology and Behavior in Social Commerce: This section explores the psychological factors that influence consumer behavior in social commerce platforms, such as Facebook, Instagram, and Pinterest. It examines how users interact with products, make purchasing decisions, and engage with brands on these platforms.

Influencer Marketing in Social Commerce: Influencer marketing has become a powerful tool in social commerce, with brands partnering with influencers to promote their products. This paper examines the strategies used by influencers, the impact of their endorsements, and the effectiveness of influencer marketing campaigns in social commerce.

Social Media Monetization Strategies: Social media platforms have become lucrative sources of income for businesses. This paper discusses the various monetization strategies used by social media platforms, such as advertising, sponsored content, and e-commerce. It explores how businesses can leverage these strategies to generate revenue and build their brand presence on social media.

Social Commerce Characteristics and Their Impact on User Behavior: Social commerce is a rapidly growing segment of the eCommerce industry. This paper examines the characteristics of social commerce platforms, such as user-friendly interfaces, social media integration, and personalized recommendations. It explores how these characteristics impact user behavior, such as purchasing decisions, brand loyalty, and customer satisfaction.

Branding on Social Media: Social media has become an essential channel for businesses to build their brand identity and engage with their customers. This paper discusses the strategies used by businesses to create effective social media branding, such as consistent messaging, visual branding, and user-generated content. It explores how social media branding can enhance customer engagement and drive sales.

Social Media-Based Business Models: Social media has enabled businesses to create new business models that are based on social interactions and user-generated content. This paper examines the various social media-based business models, such as subscription-based models, influencer marketing, and crowdfunding. It explores how these models can disrupt traditional business models and create new opportunities for businesses.

User Privacy and Security Protection on Social Media: With the increasing use of social media, concerns about user privacy and security have become prominent. This paper discusses the strategies used by social media platforms to protect user privacy and security, such as data encryption, privacy policies, and user control over their data. It explores how businesses can ensure that their customers' data is protected and secure on social media.

Social Video Marketing and Commerce: Social video marketing has become an increasingly popular tool for businesses to promote their products and engage with their customers. This paper examines the strategies used by businesses to create effective social video marketing campaigns, such as storytelling, humor, and user-generated content. It explores how social video marketing can enhance customer engagement and drive sales.

These are just a few examples of the topics covered in the book. The research articles presented in this book provide valuable insights into the latest trends and developments in digital marketing and eCommerce, and they will be of interest to professionals, researchers, and students in the field.

The book also includes an introduction to the conference, which provides an overview of the topics covered, the speakers, and the attendees. It also includes a conclusion that summarizes the key findings and recommendations of the research articles.

Overall, the book is a valuable resource for anyone who wants to stay up-to-date with the latest trends and developments in digital marketing and eCommerce. It provides a comprehensive overview of the field and offers valuable insights into the strategies used by businesses to succeed in this rapidly evolving industry.

Weight: 534g
Dimension: 235 x 155 (mm)
ISBN-13: 9783030765224
Edition number: 1st ed. 2021