Digital and Social Media Marketing: Emerging Applications and Theoretical Development
暫譯: 數位與社群媒體行銷：新興應用與理論發展

本書探討數位與社交媒體行銷在新興市場中的問題與影響。這些市場需要對西方世界所採用的發展理論和方法進行重大調整。本書調查了新興市場特有的問題，同時識別數位行銷的新理論構建和實踐應用。它涵蓋了電子口碑（eWOM）、數位行銷中的人口統計差異、行動行銷、搜尋引擎廣告等主題。時間和地理範圍的急劇擴大使消費者能夠對品牌、產品和服務施加影響。資訊與通信技術（ICT）和數位媒體對人們的溝通方式以及滿足其社會經濟、情感和物質需求的方式產生了重大影響。這些技術也被企業用於各種目的，包括商品的分銷和銷售、消費者服務的零售、客戶關係管理，以及通過數位行銷實踐影響消費者行為。本書考慮了這些因素，並探討與數位和社交媒體行銷相關的實踐和研究。

Nripendra P. Rana is a Professor in Digital Marketing and the Head of International Business, Marketing & Branding (IBMB) Research Centre at the School of Management, University of Bradford, UK. His current research interests focus primarily upon adoption of emerging and cutting-edge technology, such as e-government, m-government, e-commerce, m-commerce systems and digital and social media marketing. He is an Associate Editor for International Journal of Information Management and Global Journal of Flexible Systems Management. Professor Rana is also a Senior Fellow of the Higher Education Academy (SFHEA).

Emma L. Slade is a Lecturer in Marketing at the School of Management, University of Bristol, UK. Emma's research and teaching interests revolve around digital technologies and consumer behaviour. Emma was also Programme Co-Chair of the 15th IFIP I3E Conference on 'Social Media: The Good, the Bad, and the Ugly' and has co-edited several journal special issues.

Ganesh Prasad Sahu is a Professor and Head of the School of Management Studies at Motilal Nehru National Institute of Technology Allahabad, Pryagraj, India. His research interests are in the areas of MIS, E-governance, Green Information Systems, and related areas.

Hatice Kizgin is a Senior Lecturer in Marketing and REF environment Deputy Lead at Swansea University, UK. Her research has investigated immigrants' consumer behaviour and their acculturation trends. Her special research interest is into the non- Western communities with a strong positivist approach to research.

Nitish Singh is a Professor of International Business at the Boeing Institute of International Business, Saint Louis University. His research interests span the areas of global e-commerce, localization, cross-cultural consumer behavior, sustainability and ethics.

Bidit L. Dey is a Senior Lecturer in marketing and MBA Director at Brunel Business School, Brunel University London. His research interest revolves around the adoption and use of technologies at the bottom of the economic pyramid and acculturation of ethnic communities in multicultural environments. He is also a member of the British Association for South Asian Studies (BASAS), Academy of Marketing (AM), British Academy of Management (BAM) and Chartered Institute of Marketing (CIM) and the Co-Chair of the Qualitative Inquiry SIG at the Academy of Marketing.

Anabel Gutierrez is a Senior Lecturer in Digital Marketing at the University of Kent with over 25 years of academic experience which she has balanced with industrial practice gained from consultancy work in IT projects for both private and public sectors. Her research interest areas are in innovation and adoption of emerging technologies for the digital economy with particular interest on data privacy concerns, the use of data to understand consumer behaviour and how to improve data-driven decision making. Currently, she is a member of the SAS UK & Ireland Academic Advisory Board.

Yogesh K. Dwivedi is a Professor of Digital Marketing and Innovation, the University Dean of Academic Leadership (REF Research Environment), Founding Director of the Emerging Markets Research Centre (EMaRC) and Co-Director of Research at the School of Management, Swansea University, Wales, UK. Professor Dwivedi is also currently leading the International Journal of Information Management as its Editor-in-Chief. His research interests are at the interface of Information Systems (IS) and Marketing, focusing on issues related to consumer adoption and diffusion of emerging digital innovations, digital government, and digital marketing particularly in the context of emerging markets. Professor Dwivedi is an Associate Editor of the European Journal of Marketing, Government Information Quarterly and International Journal of Electronic Government Research, and Senior Editor of the Journal of Electronic Commerce Research.

Nripendra P. Rana 是英國布拉德福德大學管理學院數位行銷教授及國際商業、行銷與品牌（IBMB）研究中心主任。他目前的研究興趣主要集中在新興及尖端技術的採用上，例如電子政府（e-government）、行動政府（m-government）、電子商務（e-commerce）、行動商務（m-commerce）系統以及數位和社交媒體行銷。他是國際資訊管理期刊和全球靈活系統管理期刊的副編輯。Rana教授也是高等教育學院的高級研究員（SFHEA）。

Emma L. Slade 是英國布里斯托大學管理學院的行銷講師。Emma的研究和教學興趣圍繞數位技術和消費者行為。Emma還曾擔任第15屆IFIP I3E會議「社交媒體：好、壞與醜」的程式共同主席，並共同編輯了幾個期刊特刊。

Ganesh Prasad Sahu 是印度阿拉哈巴德莫蒂拉爾·尼赫魯國立技術學院管理研究學院的教授及院長。他的研究興趣涵蓋管理資訊系統（MIS）、電子治理（E-governance）、綠色資訊系統及相關領域。

Hatice Kizgin 是英國斯旺西大學的行銷高級講師及REF環境副負責人。她的研究調查了移民的消費者行為及其文化適應趨勢。她特別關注非西方社群，並採用強烈的實證主義研究方法。

Nitish Singh 是聖路易斯大學波音國際商業研究所的國際商業教授。他的研究興趣涵蓋全球電子商務、本地化、跨文化消費者行為、可持續性及倫理。

Bidit L. Dey 是倫敦布魎大學商學院的行銷高級講師及MBA主任。他的研究興趣圍繞經濟金字塔底層的技術採用與使用，以及多元文化環境中族裔社群的文化適應。他也是英國南亞研究協會（BASAS）、行銷學院（AM）、英國管理學院（BAM）及行銷特許學會（CIM）的成員，並擔任行銷學院質性研究特別興趣小組的共同主席。

Anabel Gutierrez 是肯特大學的數位行銷高級講師，擁有超過25年的學術經驗，並在私營和公共部門的IT項目諮詢工作中獲得了工業實踐經驗。她的研究興趣領域包括數位經濟中新興技術的創新與採用，特別關注數據隱私問題、利用數據理解消費者行為以及如何改善數據驅動的決策制定。目前，她是SAS英國及愛爾蘭學術諮詢委員會的成員。

Yogesh K. Dwivedi 是數位行銷與創新教授，斯旺西大學學術領導（REF研究環境）院長、新興市場研究中心（EMaRC）創始主任及管理學院研究共同主任。Dwivedi教授目前還擔任國際資訊管理期刊的主編。他的研究興趣位於資訊系統（IS）與行銷的交界，專注於消費者採用及新興數位創新擴散、數位政府及數位行銷，特別是在新興市場的背景下。Dwivedi教授是歐洲行銷期刊、政府資訊季刊及國際電子政府研究期刊的副編輯，以及電子商務研究期刊的高級編輯。