The Palgrave Handbook of Interactive Marketing

Table of Contents

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   Book Overview
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   Chapter 1 Interactive Marketing is the New Normal
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   Chapter 2 Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review
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   Chapter 3 From Direct Marketing Toward Interactive Marketing: The Evolving Interactive Marketing Tools
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   Chapter 4 Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review
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   Chapter 5 Interactive Digital Marketing Mechanisms: The Significance in Digital Transformation
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   Chapter 6 Empowering Consumers in Interactive Marketing: Examining the Role of Perceived Control
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   Chapter 7 How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Directions
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   Chapter 8 Technological Innovations in Interactive Marketing: Enhancing Customer Experience at the New Retail Age
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    Chapter 9 The Role of Artificial Intelligence in Interactive Marketing: Improving Customer-Brand Relationship
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    Chapter 10 How Internet of Things Is Shaping Consumer Behavior? The Interactive Experience Between Customer and Smart Object
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    Chapter 11 The Physical Presence and Relationship Distance for Efficient Consumer–AI-Business Interactions and Marketing
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    Chapter 12 Humanizing Chatbots for Interactive Marketing
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    Chapter 13 Affective Interaction with Technology: The Role of Virtual Assistants in Interactive Marketing
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    Chapter 14 Augmented Reality in Interactive Marketing: The State-Of-The-Art and Emerging Trends
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    Chapter 15 Interactive Marketing with Virtual Commerce Tools: Purchasing Right Size and Fitted Garment in Fashion Metaverse
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    Chapter 16 Virtual Influencer as a Brand Avatar in Interactive Marketing
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    Chapter 17 Sentimental Interaction with Virtual Celebrities: An Assessment from Customer-Generated Content
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    Chapter 18 The Conceptualization of “Presence” in Interactive Marketing: A Systematic Review of 30 Years of Literature
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    Chapter 19 The Platform Revolution in Interactive Marketing: Increasing Customer-Brand Engagement on Social Media Platforms
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    Chapter 20 When in Rome, Do as the Romans Do: Differences of Interactive Behaviors Across Social Media Networks
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    Chapter 21 Enhancing Customer–Brand Interaction: Customer Engagement on Brand Pages of Social Networking Sites
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    Chapter 22 Live Streaming as an Interactive Marketing Media: Examining Douyin and Its Constructed Value and Cultural Preference of Consumption in E-commerce
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    Chapter 23 Interactive Experience of Collaborative Online Shopping: Real-Time Interaction and Communication
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    Chapter 24 Reconceptualizing eWOM Communication: An Interactive Perspective
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    Chapter 25 Complaint Handling and Channel Selection in the Interactive Marketing Era
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    Chapter 26 What Do We Know About Influencers on Social Media? Toward a New Conceptualization and Classification of Influencers
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    Chapter 27 Influencer Marketing: A Triadically Interactive Relationship Between Influencers, Followers, and Brands
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    Chapter 28 Optimising the Effect of Influencer Marketing: Exploring Consumers’ Interaction with Different Influencer Types on Instagram
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    Chapter 29 Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction?
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    Chapter 30 AI-Based Recommendation Systems: The Ultimate Solution for Market Prediction and Targeting
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    Chapter 31 Deep Learning Applications for Interactive Marketing in the Contemporary Digital Age
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    Chapter 32 Personalized Recommendation During Customer Shopping Journey
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    Chapter 33 Location-Based Proximity Marketing: An Interactive Marketing Perspective
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    Chapter 34 Customer Interactive Experience in Luxury Retailing: The Application of AI-Enabled Chatbots in the Interactive Marketing
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    Chapter 35 Engaging and Entertaining Customers: Gamification in Interactive Marketing
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    Chapter 36 Interactive Experience of Physical Servicescape and Online Servicescape: A Review and Future Research
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    Chapter 37 The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution from Physical Touch to Digital Touch
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    Chapter 38 It’s Fun to Play: Emoji Usage in Interactive Marketing Communication
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    Chapter 39 Consumer Incivility in Virtual Spaces: Implications for Interactive Marketing Research and Practice
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    Chapter 40 The Dark Side of Gamification in Interactive Marketing
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    Chapter 41 Ethical Considerations in Gamified Interactive Marketing Praxis
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    Chapter 42 Value Co-creation or Value Co-destruction? the Role of Negative Emotions in Consumer-Firm Interaction in the Social Media Platform