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.

Key Factors in Online Community Management

Key Factors in Online Community Management

Key factors in online community management
David W. Peck


Online communities are an integral component of the digital communications mix available to organisations. Social media platforms, including Facebook, Twitter, Instagram, TikTok and YouTube, offer virtual spaces that firms utilise to develop an online brand community. Gong (2018) highlights that it is vital for brands to obtain a tangible benefit – be it short-term or long-term – from hosting an online community. Reciprocally, the platforms provide scope for consumers to engage directly with both firms and fellow consumers in a manner that is not easy to replicate in a physical environment (Marbach, Lages, Nunan, and Ekinci, 2019). This increased emphasis on communication and engagement means ...

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