The growth of internet access and the entry of smartphones into everyday life has provided a revolutionary way for consumers to interact with businesses throughout the tourist industry. As a result, numerous companies are utilizing techniques and concepts designed to communicate directly with potential clientele all over the world. Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries provides innovative insights into how digital marketing can influence the consumer relationship at every stage of the tourism process and features emerging tools and techniques to establish better connections with consumers. The content within this publication examines topics such as branding strategies, social media, and influencer marketing for maximum content exposure. This information is designed for marketing managers, executives, event planners, tour developers, hotel managers, airline managers, program directors, advertisers, restaurateurs, students, business professionals, and researchers.

Through the growing penetration of new technologies, online consumers can now share and collaborate amongst themselves while shopping online. As they receive information about products from media exposure and their collaboration with other consumers, it is critical for businesses to understand the social impact and influence of social and mobile commerce and how it can affect consumer habits. Strategies and Tools for Managing Connected Consumers provides emerging research exploring the techniques and impacts of new technologies deployed in today's digital marketplace as well as recent development and empirical research on consumer behavior. Featuring coverage on a broad range of topics such as social computing, virtual communities, and consumer management, this book is ideally designed for professionals, researchers, business managers, and students who want to improve their understanding of new strategies for conducting online business in networked environments.

Ephemeral stores, also known as pop-up stores, have existed since the beginning of trade between consumers. They appeared in city centres, villages or other convenient places where they proposed an offering and then disappeared as soon as its offering was wearied. This is a very similar experience to the current phenomenon; ephemeral stores appear unannounced and disappear without notice or can morph into something else. Brands adopt these stores because of the array of benefits they present and their characterizing features. Consumers, on the other hand, are not only positively reactive to ephemeral stores, they actively demand these novel, engaging, satisfying or beneficial stores more than ever as they provide them with constant change and surprise. Focusing on ephemeral retailing, this book aims to provide a clear understanding of what it is, how it developed and why it gained importance in today's busy retail scene. As many brands are adopting ephemeral stores into their distribution channels or using them as unique touchpoints, this book proposes a categorization of ephemeral retailing, explaining different ephemeral store vocations based on different brand strategies and objectives. With many professional opinions about ephemeral stores and a body of academic research developing, this book aims to combine all knowledge about the topic into one concise publication: it clarifies, consolidates and creates a clear understanding about the topic of ephemeral retailing that will inform future research and activity. The book is written for academics, students and retail professionals with an interest in relevant fields such as retail marketing and management, brand management and distribution.

In today's technology-driven economy, organizations are attempting to create a digital identity of their brand in order to remain prevalent among consumers. As today's consumers are spending an increased amount of time on digital platforms, maintaining a presence online is crucial for companies to remain successful and relevant. Due to this necessity, there have been significant advancements made in the field of digital marketing and branding. Innovations in Digital Branding and Content Marketing is a collection of innovative research on the methods and advancements in the field of advertising and marketing using digital technologies. While highlighting topics including gamification, typography, and consumer-generated media, this book is ideally designed for advertisers, marketers, brand managers, PR professionals, content specialists, researchers, practitioners, executives, students, and academicians seeking current research on advanced strategies and developments in digital marketing.

The continued advancement of globalization, increases in internet connectivity, compatibility of international payment systems, and adaptability of logistics and shipping processes have combined to contribute to the rapid growth of the cross-border e-commerce market. Due to these advancements and the ubiquitous presence of smartphones, consumer use of cross-border e-commerce is increasingly simplified, and thus, sellers are hardly restricted to a specific country in terms of promoting, selling, and shipping goods worldwide. The burgeoning opportunities, habits, and trends of shopping on cross-border e-commerce platforms have expedited the prospect of becoming a presence in the global market. This is true for enterprises of all sizes, especially for small- and medium-sized enterprises (SMEs) that want to add their footprint in the international market for the first time. Like any other industry, cross-border e-commerce has its specific economics and driving forces, but has different scopes, challenges, and trends due to the geographic and cultural expanse of relevant environments. Cross-Border E-Commerce Marketing and Management was conceptualized by identifying the scope of new complementary information with a comprehensive understanding of the issues and potential of cross-border e-commerce businesses. The authors believe that this book will not only fill the void in the current research but will also provide far-sighted vision and strategies, as it covers big data, artificial intelligence, IoT, supply chain management, and more. This book provides the necessary knowledge to managers to compete with the competitive market structure and ultimately contribute to the sustainable economic growth of a country. It works as a guideline for existing cross-border e-commerce managers to formulate individual strategies that combine to optimize the industry while keeping the enterprise competitive. This book is useful in both developed and developing country contexts. This publication is an ideal resource for academicians, policy makers, stakeholders, and cross-border e-commerce managers, especially from SMEs.

The use of ICT applications has dipped into almost every aspect of the business sector, including trade. With the volume of e-commerce increasing, international traders must switch their rules and practices to e-trade to survive in such a competitive market. However, the complexity of international trade, which covers customs processes, different legislation, specific documentation requirements, different languages, different currencies, and different payment systems and risk, presents its own challenges in this transition. Tools and Techniques for Implementing International E-Trading Tactics for Competitive Advantage examines the multidisciplinary approach of international e-trade as it applies to information technology, digital marketing, digital communication, online reputation management, and different legislation and risks. The content within this publication examines digital advertising, consumer behavior, and e-commerce and is designed for international traders, entrepreneurs, business professionals, researchers, academicians, and students.

Social media has redefined the way marketers communicate with their customers, giving consumers an advantage that they did not have previously. However, recent issues in online communication platforms have increased the challenges faced by marketers in developing and retaining their customers. Practitioners need to develop effective marketing communication programs that incorporate the meaningful forms of sociality into a customer-driven marketing program. Leveraging Computer-Mediated Marketing Environments discusses the nature of heightened interaction between marketers and consumers in the evolving technological environments, particularly on the central nature of online communities and other emerging technologies on dialogic engagement. Additionally, it aims to examine the relevant roles of online communities and emerging technologies in creating and retaining customers through effective dialogue management. Highlighting brand strategy, e-services, and web analytics, it is designed for marketers, brand managers, business managers, academicians, and students.