The Palgrave Handbook of Interactive Marketing
Wang, C. L. (Ed.). (2023). The Palgrave handbook of interactive marketing. Springer International Publishing AG.
Read Chapter 6: Empowering Consumers in Interactive Marketing: Examining the Role of Perceived Control
Read Chapter 14: Augmented Reality in Interactive Marketing: The State-Of-The-Art and Emerging Trends
Review Chapter 4: Bridging the Theory and Practice of Digital Interactive Marketing from Interactive Marketing Perspective: A Review
Review Chapter 7: How Brands Drive Electronic Word-of-Mouth in an Interactive Marketing Environment: An Overview and Future Research Directions
Review Chapter 12: Humanizing Chatbots for Interactive Marketing
Review Chapter 16: Virtual Influencer as a Brand Avatar in Interactive Marketing
Review Chapter 18: The Conceptualization of “Presence” in Interactive Marketing: A Systematic Review of 30 Years of Literature
Review Chapter 22: Live Streaming as an Interactive Marketing Media: Examining Douyin and Its Constructed Value and Cultural Preference of Consumption in E-commerce
Review Chapter 23: Interactive Experience of Collaborative Online Shopping: Real-Time Interaction and Communication
Review Chapter 29: Applying Predictive Analytics in Interactive Marketing: How It Influences Customer Perception and Reaction?
Review Chapter 36: Interactive Experience of Physical Servicescape and Online Servicescape: A Review and Future Research
