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.

Managing the Message, from Fake News to Filter Bubbles

Managing the Message, from Fake News to Filter Bubbles

Managing the message, from fake news to filter bubbles
David Lynn Painter Raghabendra KC Pratap


Developing and delivering engaging messages to targeted audiences are critical elements of successful marketing campaigns. While the internet has provided practitioners with an array of platforms for creating and distributing their messages, it also has democratized access to news, information, and channels for disseminating user-generated content. The resulting explosion of media outlets has empowered consumers while diluting the gatekeepers’ controls. Moreover, the mechanisms determining users’ information selection and processing may magnify their biases, creating filter bubbles that thrive on fake news. While these issues are prominent in social science research, they ...

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