Emerging Issues in Digital Marketing
Emerald Publishing Limited
Published on 29. September 2017
56 pages
978-1-78743-756-2 (ISBN)
Description
This ebook of the Journal of Consumer Marketing represents a selection of best papers presented at the 2016 Australian and New Zealand Marketing Academy (ANZMAC) annual conference in Christchurch, NZ. Around 400 delegates from 28 countries attended this internationally recognised conference hosted by the Department of Management, Marketing & Entrepreneurship at the University of Canterbury. The conference theme, "e;Marketing in a Post-Disciplinary Era"e;, identified the circumstances and challenges marketing researchers and practitioners face in theory and practice.
More details
Persons
Content
- cover
- Guest editorial
- Does the crowdfunding platform matter? Risks of negative attitudes in two-sided markets
- Social media sentiment analysis: lexicon versus machine learning
- The effects of smileys on receivers' emotions
- Developing a scale for the perceived social benefits of sharing
- Achieving consumer trust on Twitter via CSR communication
- Tweets for tots: using Twitter to promote a charity and its supporters
