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.

Origins and Development of online communities and Their Role in Marketing Research

Origins and Development of online communities and Their Role in Marketing Research

Origins and development of online communities and their role in marketing research
Daiane Scaraboto Marcia Christina Ferreira


The term community has been used for more than a century in many disciplines, such as anthropology, sociology, psychology, and education, to refer to a variety of social collectives, formed based on geography, shared interests, or institutional affiliation, among other reasons. Aligned with German sociologist Ferdinand Tönnies (2001) ideal type Gemeinschaft (community), marketing scholars have examined communities as places where consumers form relationships and develop their identity projects. Accordingly, typical definitions of community in the marketing literature refer to community members’ sense of belonging, shared understandings, practices, and ...

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