Summary
Contents
Subject index
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.
Research Ethics in Digital and Social Media Marketing Research
Research Ethics in Digital and Social Media Marketing Research
Introduction
Social media is increasingly a primary means by which consumers find out about the world (Appel et al., 2020) and this offers huge opportunities for researchers. Research about social media marketing adds value to consumers, organisations and society by increasing understanding of this important communication ecosystem. Research through social media is valuable as it engages consumers as participants in a context they are familiar with and comfortable in. As Li et al. (2021) suggest, social media can act as a valuable source of new ideas, customer behaviour, sentiment analysis and market research. Social media data ...
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