The Palgrave Handbook of Interactive Marketing
Wang, C. L. (Ed.). (2023). The Palgrave handbook of interactive marketing. Springer International Publishing AG.
Read Chapter 27: Influencer Marketing: A Triadically Interactive Relationship Between Influencers, Followers, and Brands
Read Chapter 35: Engaging and Entertaining Customers: Gamification in Interactive Marketing
Read Chapter 37: The Role of Touch, Touchscreens, and Haptic Technology in Interactive Marketing: Evolution from Physical Touch to Digital Touch
Review Chapter 17: Sentimental Interaction with Virtual Celebrities: An Assessment from Customer-Generated Content
Review Chapter 26: What Do We Know About Influencers on Social Media? Toward a new Conceptualization and Classification of Influencers
Review Chapter 38: It’s Fun to Play: Emoji Usage in Interactive Marketing Communication
