This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

这本书探讨的问题和新兴市场的数字和社交媒体营销的影响。这些市场需要对西方发达国家采用的理论和方法进行实质性的调整。这本书调查了新兴市场特有的问题，同时确定了新的理论结构和数字营销的实际应用。它涉及诸如电子口碑（eWOM）、数字营销中的人口统计差异、移动营销、搜索引擎广告等主题。时间和地理范围的急剧增加使消费者能够对品牌、产品和服务施加影响。信息和通信技术以及数字媒体正在对人们的交流方式和满足其社会经济、情感和物质需求的方式产生重大影响。这些技术也被企业用于各种目的，包括商品分销和销售、消费者服务零售、客户关系管理，以及通过采用数字营销实践来影响消费者行为。这本书考虑到这一点，因为它检查的实践和研究有关的数字和社会化媒体营销。