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Virtual Influencers

Autor: Esperanza Miyake

Número de Páginas: 207

This book identifies the converging socio- cultural, economic, and technological conditions that have shaped, informed, and realised the identity of the contemporary virtual influencer, situating them at the intersection of social media, consumer culture, Artificial Intelligence (AI), and digital technologies. Through a critical analysis of virtual influencers and related media practices and discourses in an international context, each chapter investigates different themes relating to digitality and identity: virtual place and nationhood; virtual emotions and intimacy; im/ materialities of virtual everyday life; the biopolitics of virtual human-production; the necropolitics of pandemic virtuality; transmedial and mimetic virtualities; and the political economy of virtual influencers. The book argues that the virtual influencer represents the various ways in which contemporary identities have increasingly become naturalised with questions of virtuality, mediated by digital technologies across multiple realities. From practices relating to AI- driven, invasive data profiling needed for virtual influencer production to problematic online practices such as buying digital skin colour,...

Influencers and Creators

Autor: Robert V Kozinets , Ulrike Gretzel , Rossella Gambetti

Número de Páginas: 385

This textbook combines cutting-edge conceptual and critical thinking with practical advice for those interested in the way influencers and content creators have profoundly impacted business and culture.

Virtual Natives

Autor: Catherine D. Henry , Leslie Shannon

Número de Páginas: 311

The eclipse of Digital Natives and the dawn of virtual culture—how Gen A, Z are radically redefining the future of work, play, economics, and social life. We’re living through what is arguably one of the most exciting, confusing, and powerful social moments in the history of humanity, the shift from the Digital Age to the Virtual Age. This shift is being driven by technology, and the people who are leading it are the ones who know it best: the Virtual Natives, made up of Gen Alpha and Z. This book will introduce you to the Virtual Native cohort and mindset, decipher their socio-cultural and economic experiences, and unpack their expectations of companies looking to engage, market, or employ them. In this book, we explore: How Virtual Natives are deploying the new technologies driving the virtualized world How relationships and work habits are being virtualized Identify ten main Virtual Native-led behaviors that are upending work and culture How Virtual Natives are evolving their expertise into a full-blown economy This is nothing short of a cultural revolution. Virtual Natives are the driving force behind a seismic change that is redefining the world through technology and...

E-Money Mastery: 101 Techniques for Making Money Online

Autor: Hseham Amrahs

Número de Páginas: 625

The internet has transformed our lives in remarkable ways, breaking down barriers and connecting people from every corner of the globe. Today, geographical boundaries are no longer limitations, and the possibilities for collaboration and earning money online are boundless. This book serves as a beacon, guiding you through the digital frontier, where innovation, creativity, and determination pave the way to financial success. In the era of digital dollars, opportunities abound for individuals to capitalize on their skills, knowledge, and interests. Whether you are an artist, a tech enthusiast, a wordsmith, or a social media maven, there's a digital platform waiting for you to unleash your potential. With determination, hard work, and a growth mindset, you can tap into the power of the internet to turn your passions into profitable ventures. The online world offers a diverse array of income streams, catering to a wide range of interests and talents. From launching your e-commerce empire to becoming a successful content creator, from providing virtual services to building online courses, there's a wealth of opportunities for you to explore. Each Chapter of this book unveils a new...

The SAGE Handbook of Social Media Marketing

Autor: Annmarie Hanlon , Tracy L. Tuten

Número de Páginas: 542

This Handbook explores the foundations and methodologies in analysing the important aspects of social media for organisations and consumers. It investigates critical areas concerning communities, culture, communication and content, and considers social media sales.

Brand Awareness

Número de Páginas: 164

This insightful book explores the evolving landscape of brand perception, presenting new strategies, consumer behavior analysis, and technological innovations reshaping how brands connect with their audiences. From the influence of social media to the power of storytelling, this book navigates through the latest trends and breakthroughs, offering insights for marketers, entrepreneurs, and anyone intrigued by the art of brand building. Engaging case studies and expert perspectives show the reader how to create lasting impressions in today’s competitive market. Brand Awareness - Recent Advances and Perspectives is an indispensable guide for those seeking to elevate their brand’s impact and relevance in an ever-evolving digital age.

Influencer Marketing

Autor: Sevil Yesiloglu , Joyce Costello

Número de Páginas: 328

This is one of the first textbooks to explore the phenomenon of Influencer Marketing and how it fits within marketing communications to build brands and their communities. Influencers – those who can impact a brand’s marketing and advertising strategies as well as build brand communities – are making extensive use of the new digital and traditional communications platforms. Influencers offer brands the ability to deliver the “right” communication and marketing messages to a specific target audience. Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how to select the right influencers and measure their success, the dark side of influencer marketing, and the legal and ethical framework. With contributions from authors across the globe, each chapter is also accompanied by an in- depth case study – from the Kardashians to Joe Wicks – that demonstrates how the theory translates to practice. Influencer Marketing is important reading for advanced, postgraduate and executive education students of Marketing, Digital Marketing, Marketing...

Repercusiones jurídico-civiles de la actividad de los ‘influencers’ digitales

Autor: Alejandro Platero Alcón

Número de Páginas: 262

The Metaverse Explained: What It Means for Entrepreneurs

Autor: Favour Emeli

Número de Páginas: 137

The metaverse is no longer just science fiction—it’s becoming a new reality, transforming how we connect, create, and do business. The Metaverse Explained is your comprehensive guide to understanding this groundbreaking digital frontier and how it can unlock extraordinary opportunities for entrepreneurs. This book demystifies the metaverse, breaking down its key concepts, technologies, and emerging trends in an accessible way. Learn how virtual reality (VR), augmented reality (AR), blockchain, and decentralized platforms are reshaping industries and creating new markets. Discover how forward-thinking entrepreneurs are leveraging the metaverse to build virtual storefronts, launch innovative products, and engage with audiences in immersive, boundaryless ways. Packed with actionable insights, The Metaverse Explained will show you how to position your business for success in this rapidly evolving space. From identifying monetization strategies to understanding ethical considerations, you’ll gain the tools to thrive in a world where the lines between physical and digital are blurring. The metaverse isn’t just the future—it’s happening now. Are you ready to explore its...

The Metaverse Explained: What It Means for Entrepreneurs

Autor: Ahmed Musa

Número de Páginas: 137

The Metaverse Explained offers entrepreneurs a comprehensive guide to understanding the metaverse—a rapidly growing virtual world that promises to revolutionize industries and reshape the future of business. This book demystifies the concept of the metaverse, exploring its potential to change the way people work, shop, socialize, and create. It dives into the opportunities that exist within this digital frontier, including virtual storefronts, immersive marketing, and new ways to engage customers through augmented and virtual reality. The book provides practical advice for entrepreneurs on how to harness the power of the metaverse to grow their businesses, build communities, and innovate in ways that were once thought impossible. The Metaverse Explained also addresses the challenges that come with this new digital age, such as security, privacy concerns, and the need for technological infrastructure. This is the ultimate resource for anyone looking to navigate the metaverse and leverage its potential for business growth and success.

Customer Insights into Innovation Strategies for Distributed Market Needs

Autor: Robertas Damaševičius , Pushan Kumar Dutta , Nebojsa Bacanin Dzakula , Narasimha Rao Vajjhala , Darshan Desai

Número de Páginas: 445

The present volume offers a comprehensive exploration of customer-driven innovation in today's diverse markets. This research-based guide examines AI applications in healthcare, ICT-based innovation management, and customer-centric approaches to meet distributed market demands. It delves into idea generation techniques and sustainable practices for corporate innovation, providing a multifaceted view of modern business strategies. The book presents in-depth studies on data analytics and AI in marketing, scrutinizing data transformation processes, consumer behavior in the social media age, and AI-driven influencer marketing strategies. It offers valuable insights into predictive analytics for medical tourism and examines the impact of social media influencers on consumer decisions across various sectors, including industrial products. Through a synthesis of cutting-edge research and real-world case studies, this book equips readers with evidence-based strategies for innovation in distributed markets. It addresses emerging trends such as AI awareness in banking and metaverse marketing engagement, making it an essential resource for market analysts, business strategists, and...

The Routledge Handbook of Digital Consumption

Autor: Rosa Llamas , Russell Belk

Número de Páginas: 796

Since the publication of the ground-breaking first edition, there has been an exponential growth in research and literature about the digital world and its enormous potential benefits and threats. Fully revised and updated, this new edition brings together an expertly curated and authoritative overview of the impact and emerging horizons of digital consumption. Divided into sections, it addresses key topics including digital entertainment, self-representation, communication, Big Data, digital spirituality, online surveillance, and algorithmic advertising. It explores developments such as consumer data collection techniques, peer-to-peer payment systems, augmented reality, and AI-enhanced consumer well-being, as well as digital transgression, secrecy, crypto-currencies, NFTs, and cultural concerns such as the spread of conspiracy theories and fake news. From digital influencers, digital nomads, and digital neo-tribalism to robots and cyborgs, it explores existences that blur boundaries between humans and machines, reality and the metaverse, and the emerging "technoculture" – a state of all-encompassing digital being. This unique volume is an essential resource for scholars,...

Navigating Digital Communication and Challenges for Organizations

Autor: Andrade, José Gabriel , Ruão, Teresa

Número de Páginas: 345

Public involvement has the power to promote an active circulation of media content and can generate economic and cultural value for organizations. The current perspectives on interactions between audiences, organizations, and content production suggests a relational logic between audiences and media through new productivity proposals. In this sense, it is interesting to observe the reasoning of audience experience through the concepts of interactivity and participation. However, there is a gap between the intentions of communication professionals and their organizations and the effective circulation and content retention among the audiences of interest, as well as the distinction between informing and communicating. Navigating Digital Communication and Challenges for Organizations discusses communication research with a focus on organizational communication that includes a range of methods, strategies, and viewpoints on digital communication. Covering a range of topics such as internal communication and public relations, this reference work is ideal for researchers, academicians, policymakers, business owners, practitioners, instructors, and students.

Generative AI and the New Wave of Digital Creativity

Autor: Abhijeet Sarkar

Número de Páginas: 354

"Generative AI and the New Wave of Digital Creativity" explores the transformative power of artificial intelligence in the realm of creativity. Written by Abhijeet Sarkar, this book delves into how AI is not just reshaping industries but unlocking new frontiers for artists, designers, and creators worldwide. As AI continues to evolve, it is no longer limited to traditional roles like data analysis or automation; it is now a pivotal tool in the creation of art, music, literature, and other forms of digital content. The book provides an in-depth look at how generative models, such as GANs (Generative Adversarial Networks) and transformers, are being used to create everything from lifelike visual art to complex soundscapes and innovative product designs. Through accessible explanations and real-world examples, "Generative AI and the New Wave of Digital Creativity" sheds light on the technology's potential to amplify human creativity, offering a glimpse into how AI can be a co-creator, not just a tool. Readers will gain insights into the workings of AI technologies that fuel this creative revolution, understanding how algorithms learn and adapt to produce original works. Whether...

Smart Cities: Importance of Management and Innovations for Sustainable Development

Autor: Dagmar Cagáňová

Número de Páginas: 473

Public Relations and Strategic Communication in 2050

Autor: Alexander V. Laskin , Karen Freberg

Número de Páginas: 274

Taking stock of the technological, political, economic, and social trends that exist today, this book extends the discussion to analyze and predict how these trends will affect the public relations and strategic communication industry of the future. This book is divided into two sections, the first addressing such key topics as artificial intelligence (AI), big data, political polarization, and misinformation, the second looking at key facets of the profession, such as media relations, crisis communication, and measurement and evaluation. Leading researchers in the discipline share their analysis of these topics while also providing theoretically based and practically relevant insights on how the industry must evolve to keep up with, and perhaps anticipate, changes in culture, society, and technology. This book will be of interest to scholars, industry professionals, and advanced undergraduate and graduate students in public relations and strategic communication.

Generative AI in Practice

Autor: Bernard Marr

Número de Páginas: 313

An indispensable look at the next frontier of technological advancement and its impact on our world Generative AI is rewriting the rulebook with its seemingly endless capabilities, from crafting intricate industrial designs, writing computer code, and producing mesmerizing synthetic voices to composing enchanting music and innovating genetic breakthroughs. In Generative AI in Practice, renowned futurist Bernard Marr offers readers a deep dive into the captivating universe of GenAI. This comprehensive guide introduces you to the basics of this groundbreaking technology and outlines the profound impact that GenAI will have on business and society. Professionals, technophiles, and anyone with an interest in the future will need to understand how GenAI is set to redefine jobs, revolutionize business, and question the foundations everything we do. In this book, Marr sheds light on the most innovative real-world GenAI applications through practical examples, describing how they are moulding industries like retail, healthcare, education, finance, and beyond. You'll enjoy a captivating discussion of innovations in media and entertainment, seismic shifts in advertising, and the future...

HCI in Business, Government and Organizations

Autor: Fiona Fui-hoon Nah

Número de Páginas: 383

The Influence Economy

Autor: Tarun Jindal

Número de Páginas: 282

"The Influence Economy" is a comprehensive exploration of the rapidly evolving landscape of digital influence. In today's interconnected world, influence has become a powerful currency, shaping consumer behavior, brand strategies, and online communities. We delve into the multifaceted ecosystem of influencers, brands, and consumers that drive the modern economy. Through cutting-edge research, real-world case studies, and expert insights, we examine the various facets of the influence economy. From micro-influencers to macro-influencers, and from sponsored content to affiliate marketing, this book explores how influence permeates every aspect of our digital lives. Authenticity, trust, and engagement are at the heart of the influence economy, and we provide a roadmap for navigating its complexities. Empowering brands and influencers to harness the power of influence, we help drive meaningful connections and achieve tangible results. Covering topics such as influencer marketing strategies, ethical considerations, and the future of digital influence, "The Influence Economy" offers practical insights and actionable advice. Whether you're a brand looking to leverage the power of...

Celebrity, Social Media Influencers and Brand Performance

Autor: Saloomeh Tabari

Número de Páginas: 227

The Palgrave Handbook of Interactive Marketing

Autor: Cheng Lu Wang

Número de Páginas: 1070

Interactive marketing, as one of the fastest growing academic fields in contemporary business world, is the multi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction. Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The advancement of mobile technology with interactive content and personalized experience makes interactive marketing the new normal in the business world. This handbook contains the most comprehensive and cutting-edge knowledge in the interactive marketing field. The 41 chapters that are divided into eight sections cover all aspects of contemporary interactive marketing realm, including social media and influencer marketing, big data and machine learning in predictive analytics, mobile marketing and proximity marketing, interactive digital marketing and Omnichannel marketing, AI, VR and AR in business applications. With a focal point on interactive marketing, this handbook takes a...

Consumer Experience and Decision-Making in the Metaverse

Autor: Tarnanidis, Theodore

Número de Páginas: 333

Traditional marketing approaches must be more effective in a digital world where consumers seek more immersive and personalized experiences. Businesses need to help to engage with their target audience and to understand their evolving needs and preferences. This disconnect hinders their ability to create impactful marketing strategies that resonate with consumers and drive meaningful interactions. Consumer Experience and Decision-Making in the Metaverse offers a solution by exploring how the metaverse transforms consumer behavior and marketing practices. The book provides insights into immersive consumer experiences, virtual brand presence, data-driven personalization, and more through a collection of research. It equips readers with the knowledge and strategies to adapt to this new digital landscape and engage with consumers in innovative ways.

Marketing in a Multicultural and Vibrant World

Autor: Vincent Jeseo

Número de Páginas: 170

Design, Operation and Evaluation of Mobile Communications

Autor: Gavriel Salvendy , June Wei

Número de Páginas: 504

This book constitutes the refereed proceedings of the Third International Conference on Design, Operation and Evaluation of Mobile Communications, MOBILE 2022, held as part of the 23rd International Conference, HCI International 2022, which was held virtually in June/July 2022. The total of 1271 papers and 275 posters included in the HCII 2022 proceedings was carefully reviewed and selected from 5487 submissions. The MOBILE 2022 proceedings were organized in the following topical sections: Designing Mobile Interactions and Systems; User Experience and Adoption of Mobile Communications; Mobile Commerce and Advertising; Mobile Interactions with Agents; Emerging Mobile Technologies.

La comunicación para la paz ante los desafíos globales

Autor: Alex Iván Arévalo Salinas , Álvaro Blanco Morett , Alejandro Barranquero Carretero

Número de Páginas: 356

"Este libro se configura a partir de los trabajos mejor evaluados del Congreso Internacional Comunicación y ciudadanía: los desafíos de la comunicación para la paz ante los desafíos globales, que se realizó del 18 al 19 de de mayo de 2023 en la Universidad de Extremadura, Su publicación no hubiera sido posible sin el patrocinio de la Asociación Española de Investigación de la Comunicación AE-IC a través de la Sección Comunicación y ciudadanía, Los capítulos que agrupan este libro tienen como objetivo analizar la relación existente que tiene la comunicación con valores como la paz, los derechos humanos y los ideales de justicia y transición ecosocial, tanto desde el análisis y diagnóstico de situaciones de violencia y desigualdad como desde enfoques propositivos, transformadores y de soluciones, También se pone el foco en el escenario actual de crispación y polarización, con distintos conflictos armados como telón de fondo, y con una acechante crisis social, ambiental y económica de carácter global a la que necesitamos dar respuestas desde el campo de la comunicación, el periodismo y los medios."--

Influencer Marketing on Social Media

Autor: Ajay Mittal

Número de Páginas: 267

"Influencer Marketing on Social Media" delves into the dynamic landscape of leveraging influential personalities in the digital realm to promote brands, products, or services. We explore the symbiotic relationship between influencers and businesses, unraveling the intricacies of crafting successful marketing campaigns in the age of social media dominance. Through comprehensive analysis, we navigate the evolution of influencer marketing, from its humble beginnings to its current status as a powerhouse strategy. Readers gain valuable insights into understanding the psychology behind influencer partnerships, dissecting the anatomy of compelling content, and decoding success metrics in this domain. Moreover, "Influencer Marketing on Social Media" offers practical tips and strategies for both aspiring influencers and businesses looking to harness the power of this burgeoning industry. From identifying the right influencers to establishing authentic connections and measuring ROI, this book serves as a roadmap for navigating the ever-changing landscape of digital influence. With case studies, best practices, and actionable advice, we equip readers with the knowledge and tools needed to...

Contemporary Issues in Social Media Marketing

Autor: Subir Bandyopadhyay , Bikramjit Rishi

Número de Páginas: 381

Contemporary Issues in Social Media Marketing provides the most cutting-edge findings in social media marketing, through original chapters from a range of the world’s leading specialists in the area. This second edition has been fully updated with new features such as discussion questions, global case studies and examples, and material reflecting the key trends in the field, including: The growth in user-generated content. The growing influence of AI in content creation, including virtual influencers. The development and utilization of social media analytics. The use of social media as the primary search engine. The relationship between social media and the customer experience of the brand. Highly regarded for its breadth of topics, range of perspectives and research-based approach, this text is perfect recommended reading for advanced undergraduate and postgraduate students studying Digital and Social Media Marketing, Contemporary Issues in Marketing and Strategic Marketing. It will also be valuable reading for academics in the field and reflective practitioners.

Influencer Marketing: How to Build Strong Partnerships for Sales Success

Autor: Margaret Light

Número de Páginas: 115

Influencer Marketing: How to Build Strong Partnerships for Sales Success is a comprehensive guide to mastering the art of influencer collaborations for business growth. This book explores the evolving landscape of influencer marketing, providing practical strategies for identifying the right influencers, crafting compelling campaigns, and measuring success. Readers will learn how to foster authentic, long-term influencer relationships that drive engagement, brand loyalty, and sales. Covering the latest trends, automation tools, and emerging technologies, this book equips businesses with the knowledge needed to leverage influencer marketing effectively. Whether you're a startup or an established brand, this guide will help maximise your marketing impact.

Using Influencer Marketing as a Digital Business Strategy

Autor: Teixeira, Sandrina , Teixeira, Sara , Oliveira, Zaila , Souza, Elnivan

Número de Páginas: 388

Using Influencer Marketing as a Digital Business Strategy presents a comprehensive exploration of the burgeoning world of digital influencers, whose impact on consumer behavior and brand promotion is rapidly transforming the marketing landscape. This book delves into the most relevant topics in the field, providing a valuable contribution to both management and academia alike. The book delves into the essence of influencer marketing by examining the different types of influencers and their crucial role in reaching a brand's target audience. The strategic partnership between influencers and brands is analyzed, highlighting how these influential content creators act as powerful intermediaries between companies and potential consumers. By examining the intricate relationship between influencers, brands, and consumers, the book sheds light on the purchase intention process and consumer habits in the digital age. Given the recent emergence of influencer marketing as a prominent force, this book serves as a critical reference source for researchers, business executives, marketing professionals, influencer marketing agencies, and graduate students seeking to expand their understanding of ...

New Trends in Marketing and Consumer Science

Autor: Tarnanidis, Theodore K. , Sklavounos, Nikolaos

Número de Páginas: 535

Marketing and consumer science are undergoing a seismic shift, propelled by an array of dynamic trends and advancements. Technological advancements, along with shifting socioeconomic and geopolitical factors, have transformed consumer behaviors and preferences in unprecedented ways. As a result, anticipating emerging trends and adapting strategies accordingly has become essential for success in this dynamic landscape. New Trends in Marketing and Consumer Science is the groundbreaking solution poised to revolutionize how academia approaches the study of marketing and consumer science. This book offers a roadmap for scholars to navigate the evolving landscape with confidence and foresight while delving into the trends shaping the future of these disciplines. From AI and machine learning to sustainability and ethical marketing, each chapter provides invaluable insights and practical strategies for addressing the challenges of today and anticipating those of tomorrow.

Digital Fashion Innovations

Autor: Abu Sadat Muhammad Sayem

Número de Páginas: 219

Digitalisation is becoming a standard practice in the fashion industry. Innovation in digital fashion is not just limited to computer-aided design (CAD) and manufacturing (CAM), rather it runs throughout the fashion supply chain, from product life cycle management and developing new business models that promote sustainability to connecting virtual and augmenting reality (VR/AR) with fashion for enhanced consumers experience through smart solutions. Digital Fashion Innovations: Advances in Design, Simulation, and Industry captures the state-of-art developments taking place in this multi-disciplinary field: Discusses digital fashion design and e-prototyping, including 2D/3D CAD, digital pattern cutting, virtual drape simulation and fit analysis. Covers digital human modelling and VR/AR technology. Details digital fashion business and promotion, including application of e-tools for supply chain, e-commerce, block chain technologies, big data, and artificial intelligence (AI). This interdisciplinary book will appeal to professionals working in textile and fashion technology, those developing AR and AI for clothing end uses, and anyone interested in the business of digital fashion and...

Advances in Data Analytics for Influencer Marketing: An Interdisciplinary Approach

Autor: Soumi Dutta

Número de Páginas: 434

La comunicación en un contexto convulso

Autor: Juan C. Figuereo Benítez

Número de Páginas: 883

La llegada de la pandemia del coronavirus, la guerra entre Rusia y Ucrania, las catástrofes como el terremoto de Turquía o las cuestiones políticas vuelven a poner sobre la mesa el gran reto que sigue teniendo la comunicación: lograr que la ciudadanía realmente esté bien informada.La comunicación se transforma y evoluciona atendiendo a las demandas de los diferentes públicos. Se adapta en tiempo real a las situaciones que la sociedad está viviendo. Ya sabemos que el siglo XXI se caracteriza por el avance y expansión de la digitalización y el control de la información a nivel global. A esta etapa también se le conoce como la era de la información, aunque ha quedado patente que quien la controla y quien accede a ella termina teniendo las mejores oportunidades. [Texto de la editorial].

Digital Transformation for Fashion and Luxury Brands

Autor: Wilson Ozuem

Número de Páginas: 510

Zusammenfassung: This book re-evaluates the diffusion and positioning of fashion and luxury brands following the impact and disruption of digital transformations, particularly on existing omni-channel models and touchpoints and consumer behaviours. By exploring the importance of digital transformation and discussing the benefits and challenges it has created for the fashion industry, this book provides insights into the role of various digital technologies, systems and strategies in generating and maintaining brand value and equity, customer engagement and experiences and connecting the marketplace and marketspace. Wilson Ozuem teaches and supervises research projects in a number of UK universities, including Anglia Ruskin University, City University of London, Warwick University, University of Birmingham and the University of Cumbria. His specific research interest is understanding the impacts of emerging computer-mediated marketing environments (CMMEs) on the fashion industry. Professor Ozuem is acknowledged as one of the international leaders in the study of digital marketing and multichannel retailing. His research has been published in key journals, including the European...

The Cambridge Global History of Fashion: Volume 2

Autor: Christopher Breward , Beverly Lemire , Giorgio Riello

Número de Páginas: 817

Examines the challenges of fashion from the nineteenth-century to the present day, from decolonisation to sustainability.

Routledge Handbook of Trends and Issues in Global Tourism Supply and Demand

Autor: Alastair M. Morrison , Dimitrios Buhalis

Número de Páginas: 717

This Handbook provides a comprehensive overview of trends and issues in the global supply and demand on tourism. With contributions from 70 authors, this Handbook showcases a diverse range of perspectives with insights from around the globe. It reviews the interactions among trends and issues, and it emphasises the importance of tracking and interpreting these on a global scale. The book is organized into three parts, with Part I focusing on supply-side trends including transport, attractions, culture, heritage tourism, technology, policies, and destination management. Part II critically reviews the external factor trends, including the impact of terrorism, multi-crisis destinations, Generation Z’s important contributions to the sector, the regulation of sharing economy platforms and nature tourism in future. Part III focuses on market-led trends such as bleisure, glamping, VFR travel, transformational tourism and new trends in wellness tourism following the post-COVID era. The book also provides predictions for the upcoming decades. This Handbook will be a vital tool for researchers, students, and practitioners in the tourism and hospitality sector to further develop their...

Social Media and Modern Society - How Social Media Are Changing the Way We Interact with the World Around

Autor: Ján Višňovský , Jana Majerová

Número de Páginas: 310

This book offers a compelling exploration of how social media platforms are reshaping contemporary life, and driving economic, political, and cultural transformations. It brings together theoretical insights and empirical studies to examine the multifaceted impact of social media on communication, behavior, policy, and societal norms. The various chapters address critical issues such as digital marketing, social responsibility, and the role of influencers, emphasizing how businesses and individuals are navigating the evolving digital landscape. The book delves into pressing concerns, including the psychological effects of social media on youth, the spread of misinformation, and the challenges of digital addiction. It highlights the dual nature of social platforms as both enablers of civic engagement and sources of division, presenting case studies on topics such as political discourse, community activism, and local democracy.

Marketing 6.0

Autor: Philip Kotler , Hermawan Kartajaya , Iwan Setiawan

Número de Páginas: 272

LA NUEVA REVOLUCIÓN DEL MARKETING Crea experiencias que cautiven al cliente, fusionando lo físico y digital en un universo interactivo e inmersivo. Marketing 6.0 rompe los límites convencionales al introducirnos en el excitante mundo del metamarketing, donde la realidad física y digital se entrelazan en una experiencia sin precedentes para el cliente. En esta obra revolucionaria, Kotler, Kartajaya y Setiawan te guían en los diferentes usos de las tecnologías de vanguardia que las generaciones Z y alfa utilizan con fluidez en su día a día y que definirán el futuro del marketing. Además, te preparan para adaptar estos avances a los cambios radicales en los comportamientos de los consumidores y evolucionar tu modelo de negocio. Desde la inteligencia artificial hasta la realidad aumentada o la realidad mixta, aprenderás a superar los desafíos y evitar los errores más comunes en este entorno ultradinámico y conocerás casos reales de empresas de todo el mundo que están aplicando con éxito estos desarrollos tecnológicos. Dirigido a directivos visionarios y líderes empresariales que buscan mantenerse a la vanguardia en un panorama de marketing en constante evolución,...

Your Comprehensive Guide to Making Money Online

Autor: Amrahs Hseham

Número de Páginas: 565

The book recognizes the importance of adaptability in the rapidly changing digital world. It covers traditional methods like freelance writing, graphic design, and virtual assistance, but also explores emerging trends such as influencer marketing, podcasting, and dropshipping. By encompassing a wide range of possibilities, readers are encouraged to identify the approaches that resonate with their skills, passions, and goals. Emphasizing the significance of building a personal brand, the guide delves into the nuances of establishing a strong online presence. From creating a compelling website and leveraging social media to optimizing content for search engines, readers are guided on how to amplify their visibility and credibility in the digital space. The guide also addresses the crucial aspect of financial management, shedding light on topics such as budgeting, taxation, and diversification of income streams. Readers are encouraged to adopt a strategic and sustainable approach, ensuring long-term success and resilience in the dynamic online marketplace.