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dc.contributor.authorHajarian, M.-
dc.contributor.authorCamilleri, Mark Anthony-
dc.contributor.authorDiaz, P.-
dc.contributor.authorAedo, I.-
dc.date.accessioned2020-09-14T05:55:01Z-
dc.date.available2020-09-14T05:55:01Z-
dc.date.issued2021-
dc.identifier.citationHajarian, M., Camilleri, M. A., Diaz, P., & Aedo, I. (2021). A taxonomy of online marketing methods for corporate communication. In M. A. Camilleri (Ed.), Strategic corporate communication in the digital age. Bingley: Emerald, pp. 235-250. DOI: 10.1108/978-1-80071-264-520211014en_GB
dc.identifier.urihttps://www.um.edu.mt/library/oar/handle/123456789/60424-
dc.description.abstractThis chapter presents a systematic review of over thirty (30) types of online marketing methods. It describes different methods like email marketing, social network marketing, in-game marketing and augmented reality marketing, among other approaches. The researchers discuss that the rationale for using these online marketing strategies is to increase brand awareness, customer centric marketing and consumer loyalty. They shed light on various personalization methods including recommendation systems and user generated content in their taxonomy of online marketing terms. Hence, they explain how these online marketing methods are related to each other. The researchers contend that the boundaries between online marketing methods have not been clarified enough within the academic literature. Therefore, this chapter provides a better understanding of different online marketing methods. A review of the literature suggests that the ‘oldest’ online marketing methods including the email and the websites are still very relevant for today’s corporate communication. In conclusion, the researchers put forward their recommendations for future research about contemporary online marketing methods.en_GB
dc.language.isoenen_GB
dc.publisherEmeralden_GB
dc.rightsinfo:eu-repo/semantics/openAccessen_GB
dc.subjectMarketingen_GB
dc.subjectDigital mediaen_GB
dc.subjectInternet marketingen_GB
dc.subjectAdvertisingen_GB
dc.subjectSocial media -- Marketingen_GB
dc.subjectSocial mediaen_GB
dc.subjectSearch enginesen_GB
dc.subjectSearch engines -- Programmingen_GB
dc.titleA taxonomy of online marketing methodsen_GB
dc.title.alternativeStrategic corporate communication in the digital ageen_GB
dc.typebookParten_GB
dc.rights.holderThe copyright of this work belongs to the author(s)/publisher. The rights of this work are as defined by the appropriate Copyright Legislation or as modified by any successive legislation. Users may access this work and can make use of the information contained in accordance with the Copyright Legislation provided that the author must be properly acknowledged. Further distribution or reproduction in any format is prohibited without the prior permission of the copyright holder.en_GB
dc.description.reviewedpeer-revieweden_GB
dc.identifier.doi10.1108/978-1-80071-264-520211014-
Appears in Collections:Scholarly Works - FacMKSCC

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