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DC Field | Value | Language |
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dc.contributor.author | Hajarian, M. | - |
dc.contributor.author | Camilleri, Mark Anthony | - |
dc.contributor.author | Diaz, P. | - |
dc.contributor.author | Aedo, I. | - |
dc.date.accessioned | 2020-09-14T05:55:01Z | - |
dc.date.available | 2020-09-14T05:55:01Z | - |
dc.date.issued | 2021 | - |
dc.identifier.citation | Hajarian, M., Camilleri, M. A., Diaz, P., & Aedo, I. (2021). A taxonomy of online marketing methods for corporate communication. In M. A. Camilleri (Ed.), Strategic corporate communication in the digital age. Bingley: Emerald, pp. 235-250. DOI: 10.1108/978-1-80071-264-520211014 | en_GB |
dc.identifier.uri | https://www.um.edu.mt/library/oar/handle/123456789/60424 | - |
dc.description.abstract | This chapter presents a systematic review of over thirty (30) types of online marketing methods. It describes different methods like email marketing, social network marketing, in-game marketing and augmented reality marketing, among other approaches. The researchers discuss that the rationale for using these online marketing strategies is to increase brand awareness, customer centric marketing and consumer loyalty. They shed light on various personalization methods including recommendation systems and user generated content in their taxonomy of online marketing terms. Hence, they explain how these online marketing methods are related to each other. The researchers contend that the boundaries between online marketing methods have not been clarified enough within the academic literature. Therefore, this chapter provides a better understanding of different online marketing methods. A review of the literature suggests that the ‘oldest’ online marketing methods including the email and the websites are still very relevant for today’s corporate communication. In conclusion, the researchers put forward their recommendations for future research about contemporary online marketing methods. | en_GB |
dc.language.iso | en | en_GB |
dc.publisher | Emerald | en_GB |
dc.rights | info:eu-repo/semantics/openAccess | en_GB |
dc.subject | Marketing | en_GB |
dc.subject | Digital media | en_GB |
dc.subject | Internet marketing | en_GB |
dc.subject | Advertising | en_GB |
dc.subject | Social media -- Marketing | en_GB |
dc.subject | Social media | en_GB |
dc.subject | Search engines | en_GB |
dc.subject | Search engines -- Programming | en_GB |
dc.title | A taxonomy of online marketing methods | en_GB |
dc.title.alternative | Strategic corporate communication in the digital age | en_GB |
dc.type | bookPart | en_GB |
dc.rights.holder | The copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder. | en_GB |
dc.description.reviewed | peer-reviewed | en_GB |
dc.identifier.doi | 10.1108/978-1-80071-264-520211014 | - |
Appears in Collections: | Scholarly Works - FacMKSCC |
Files in This Item:
File | Description | Size | Format | |
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online marketing methods.pdf | 174.37 kB | Adobe PDF | View/Open |
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