Editorial introduction: Advances in theory and practice of digital marketing

Yogesh K. Dwivedi; Nripendra P. Rana; Emma L. Slade; Nitish Singh; Hatice Kizgin

doi:10.1016/j.jretconser.2019.101909

Editorial introduction: Advances in theory and practice of digital marketing

Yogesh K. Dwivedi^*, Nripendra P. Rana, Emma L. Slade, Nitish Singh, Hatice Kizgin

^*Corresponding author for this work

School of Management

Research output: Contribution to journal › Editorial (Academic Journal) › peer-review

9 Citations (Scopus)

Abstract

This special issue of the Journal of Retailing and Consumer Services aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. Accordingly, the special issue includes papers using a variety of theories, research methods, contexts, and conceptualizations to enrich our understanding of digital and social media marketing from consumer and practitioner perspectives. The thirteen articles accepted for inclusion in this special issue are summarised in this editorial introduction.

Original language	English
Article number	101909
Journal	Journal of Retailing and Consumer Services
Volume	53
Early online date	17 Aug 2019
DOIs	https://doi.org/10.1016/j.jretconser.2019.101909
Publication status	Published - Mar 2020

Keywords

Digital consumer culture
Digital consumer engagement
Digital marketing
eWOM
Mobile marketing
Recommender engine
Social media marketing

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10.1016/j.jretconser.2019.101909

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