Digital Marketing Outreach

List of tables

List of figures

List of contributors

Acknowledgements

Introduction

PART 1

Understanding digital consumers

1 Revisiting antecedents of consumers' perceptions towards viral marketing: A scale validation approach

BALPREET KAUR, RISHI RAJ SHARMA, AND RAMA BHARDWAJ

2 Influencer marketing: Its antecedents and behavioural outcomes

MONIKA BANSAL AND NUPUR BHATI

3 An empirical study of customer satisfaction and customer loyalty intentions for payment banks

KUNAL AND TEJINDER SHARMA

4 Webrooming behaviour: Concept and its linkages

MEGHA RAWAT

5 Online impulse buying and its antecedents

SARITA DEVI

6 Prospects and challenges of digital marketing

SHEETAL KAPOOR

PART 2

Social media for social causes

7 Effect of communicating corporate social responsibility through social media on brand image

SIMMI DHYANI AND MEENAKSHI SHARMA

8 Influence of political brand value on social media activities

SHVETA KALRA AND NEHA SINGHAL

9 Telemedicine: An innovation growing indispensable

SHANU JAIN

PART 3

Future prospects of digital marketing

10 Social media advertising: Concept, contemporary trends, and implications

EMMANUEL ELIOTH LULANDALA

11 Social commerce: An effective distribution strategy

RUTIKA SAINI

12 App-based cab services: Issues and challenges in the Indian context

GARIMA JAIN

Index