Table of Contents
List of tables
List of figures
List of contributors
Acknowledgements
Introduction
PART 1
Understanding digital consumers
1 Revisiting antecedents of consumers’ perceptions towards viral marketing: A scale validation approach
BALPREET KAUR, RISHI RAJ SHARMA, AND RAMA BHARDWAJ
2 Influencer marketing: Its antecedents and behavioural outcomes
MONIKA BANSAL AND NUPUR BHATI
3 An empirical study of customer satisfaction and customer loyalty intentions for payment banks
KUNAL AND TEJINDER SHARMA
4 Webrooming behaviour: Concept and its linkages
MEGHA RAWAT
5 Online impulse buying and its antecedents
SARITA DEVI
6 Prospects and challenges of digital marketing
SHEETAL KAPOOR
PART 2
Social media for social causes
7 Effect of communicating corporate social responsibility through social media on brand image
SIMMI DHYANI AND MEENAKSHI SHARMA
8 Influence of political brand value on social media activities
SHVETA KALRA AND NEHA SINGHAL
9 Telemedicine: An innovation growing indispensable
SHANU JAIN
PART 3
Future prospects of digital marketing
10 Social media advertising: Concept, contemporary trends, and implications
EMMANUEL ELIOTH LULANDALA
11 Social commerce: An effective distribution strategy
RUTIKA SAINI
12 App-based cab services: Issues and challenges in the Indian context
GARIMA JAIN
Index