Digital marketing changes the dynamics of traditional routes to market, augments conversations and facilitates the measurement of activities by organisations and consumers alike. This Handbook strives to advance the study and understanding of this domain and provides a digital marketing journey that flows from methods and methodologies. It moves from the fundamentals to the different aspects of digital marketing strategy, tactics, metrics and management, and ethics. This Handbook brings together the critical factors in digital marketing as the essential reference set for researchers in this area of continued growth. It is essential reading for postgraduate students, researchers, and practitioners in a range of disciplines exploring digital marketing. Part 1: Foundations of Digital Marketing; Part 2: Methodologies and Theories in Digital Marketing; Part 3: Channels and Platforms in Digital Marketing; Part 4: Tools, Tactics and Techniques in Digital Marketing; Part 5: Management and Metrics in Digital Marketing; and Part 6: Ethical Issues in Digital Marketing.

The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing

The Consumer Culture Theory (CCT) Research Tradition and Digital Marketing

The Consumer Culture Theory (CCT) research tradition and digital marketing
Paolo Franco

Consumer Culture Theory (CCT) is an established research tradition in marketing that consists of a wide-ranging collection of theoretical perspectives that ‘address the dynamic relationships between consumer actions, the marketplace, and cultural meanings’ (Arnould & Thompson, 2005: 868). That is, CCT and its community of scholars study consumer culture – how consumption and markets interplay with, and shape, consumers’ lived experiences and social relations. The key substantive topics that CCT attends to are those to do with the acquisition, possession, use, and disposition of products, services, and brands by consumers – both individually and as part of social groups ...

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