understanding and managing consumer engagement in the digital environment Mogaji, Emmanuel creator text xx London ; New York Routledge, Taylor & Francis Group 2024 monographic und

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xv, 237 pages: 24 cm "Integrating consumer behaviour, digital marketing, digital platform management, web analytics and marketing insights, Digital Consumer Management provides a holistic understanding - from a brand perspective - of the management of consumers and consumption in the digital ecosystem. Chapters explore the key stakeholders in platform management, the multiple types of platforms used by brands, the various consumer-brand touchpoints, how the platforms are developed and with what goals in mind, managing consumer engagement and activities on these platforms, how the platforms are regulated, and the dark side of digital consumption. Theory is brought to life by practical examples and case studies from across sectors, and reflective questions and activities allow students to critically reflect on their learning. Providing a comprehensive picture of digital consumption activities, digital consumer behaviour across platforms, and how brands can manage and engage with the digital consumer, this text works as core and recommended reading for students studying digital consumer behaviour, digital marketing and marketing management. Accompanying online resources include PowerPoint slides and an instructor`s manual"--|cProvided by publisher. Introduction to digital consumer manager -- The digital consumer -- Engagement platform -- Brands on platforms -- Dominant platform developers -- Third-party platform developers -- Data analytic on digital platforms -- Regulating digital consumption -- Dark side of digital consumption -- Contemporary issues of digital consumption Emmanuel Mogaji. Includes bibliographical references and index in English Information technology Management Technological innovations Management Industrial management Data processing 658.05 M724 2024 9781032486024 251212 20260803094251.0