Three Essays Examining Marketing Capabilities Environmental Influences Firm Performance And Shareholder Value
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Three Essays Examining Marketing Capabilities Environmental Influences Firm Performance And Shareholder Value
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Author : Wenbin Sun
language : en
Publisher:
Release Date : 2010
Three Essays Examining Marketing Capabilities Environmental Influences Firm Performance And Shareholder Value written by Wenbin Sun and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010 with categories.
My dissertation consists of three essays examining marketing capability's interactions with environmental influences, other functional sectors of the firm, and their impacts on firm performance and shareholder value. The first essay studies how firm capabilities may function differently under different environmental forces. In this study, three environmental factors are considered: munificence, representing the growth opportunities of an industry; dynamism, reflecting the rate of environment change; and complexity, representing the concentration and competitive intensity of an industry. Essay one investigates the moderating relationships between two types of firm capabilities, marketing capability and operations capability, and the three environmental factors. This essay finds that marketing capability, as a firm competence directly linked to external environments, has significant interactions with dynamism and complexity. High marketing capability will better utilize dynamic external conditions and achieve relatively high firm performance. In the competitive environment, marketing capability also functions more effectively. However, operations capability, because of its internal-oriented nature, has less power when facing the dynamic environment and has no significant effect in the complex environment. The second essay builds a link between an important marketing concept, marketing capability, and the current "hot topic" of finance, firm idiosyncratic risk (stock price volatility). It proposes that marketing capability may help a firm decrease its idiosyncratic risk, and further, the presence of marketing capability will moderate the relationships between two strategic drivers, operations capability and R & D intensity, and firm idiosyncratic risk. The empirical work of the second essay strongly confirms those hypotheses. Marketing capability not only reduces firm idiosyncratic risk by itself, but also helps other strategic factors to deal with firm risk. By both comparing the models in which these factors predict risk alone and those that predict return adjusted risk, essay two also finds that investors place more emphasis on salient factors such as R & D intensity to evaluate a firm. Marketing capability will also generate significant benefits for the firm when both risk and return are considered. My third essay, by using two effective econometric tools, the VAR (Vector Autoregressive Models) and the IRF (Impulse-Response Functions), examines both the long-term dynamic effects of marketing capability on a series of firm performance metrics and models the feedback effects from performance to marketing capability. Furthermore, essay three executes simulations by randomly shocking marketing capability and builds a longitudinal pattern showing how fast the effects of marketing capability will travel through the time line. As a result, it shows that marketing capability's effects on performance exhibit a "buildup and decay" pattern, in which its impacts will first increase before reaching a peak and then declining. The results of this study confirm the hypotheses that marketing capability has long-term impact on firm performance. And more importantly, this study shows that firms are learning entities that improve their capability when they observe previous bad performance
From Green To Gold
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Author : Mark Gleim
language : en
Publisher:
Release Date : 2011
From Green To Gold written by Mark Gleim and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with categories.
ABSTRACT: This dissertation is designed to contribute to our understanding of the role of corporate social responsibility (CSR). In particular, environmental sustainability is examined to better understand its impact on consumers and firm performance. A set of three essays examines the role, and impact, of environmental sustainability from the perspective of consumers. As firms continue to employ environmentally sustainable marketing strategies, ultimately consumers have the final say regarding the effectiveness of such efforts. An examination of CSR research in marketing, as well as other business disciplines, is first presented to better understand the limitations and opportunities that exist. Next, Essay 1 contains a multi-method analysis of the barriers to green consumption to better understand why environmentally friendly products continue to represent only a small portion of total purchases.
Corporate Sustainability And The Role Of The Consumer
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Author : Jeffrey M. Gauthier
language : en
Publisher:
Release Date : 2014
Corporate Sustainability And The Role Of The Consumer written by Jeffrey M. Gauthier and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
The challenge of sustainability has become an increasingly important concern for organizations. Sustainability raises new questions of legitimacy for organizations, compelling them to address stakeholder expectations of economic, environmental, and social performance. Although consumer stakeholders act as the ultimate arbiter of legitimacy for many firms, we know little about how consumers may influence corporate sustainability. This dissertation consists of three essays that examine the role of consumers in influencing corporate sustainability. The first essay examines how companies may attempt to manage sustainability ratings assigned by ratings agencies in an attempt to retain consumer stakeholder support. I argue that an understanding of cognitive choice models helps to reveal conditions under which firms may pursue improvements in sustainability performance in non-core practices rather than in core practices. The second essay is a quantitative analysis of corporate social performance in theU.S.insurance industry. With arguments grounded in the stakeholder salience framework of stakeholder theory, I argue that a firm's proximity to end-consumers will be related to specific dimensions of corporate social performance (community and diversity performance). Results of the study indicate that closer proximity to end-consumers (i.e., a greater percentage of revenues from end-consumers as opposed to businesses) is associated with stronger community and diversity performance. The third essay is a discourse analysis that examines how discourse is used to maintain legitimacy when consumer stakeholders' legitimacy concerns pose a threat to the firm's legitimacy. Drawing on rhetorical analysis and critical discourse analysis, I identify three themes (social, environmental, and economic) and three rhetorical justifications (ethos, logos, and pathos) in texts produced by Monsanto. I offer potential explanations for the relative frequency of themes and rhetorical justifications, and further identify taken-for-granted assumptions in Monsanto's texts. Taken together, these essays suggest that consumer stakeholders hold a significant role in influencing firms' actions, as well as the communication of those actions, regarding sustainability. More broadly, this dissertation reveals the insights that may be gained by foregrounding consumer stakeholders in management research.
The Effect Of Marketing Strategy On Firm Financial Performance
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Author : Brett William Josephson
language : en
Publisher:
Release Date : 2014
The Effect Of Marketing Strategy On Firm Financial Performance written by Brett William Josephson and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014 with categories.
This dissertation explores the effect of marketing strategy to influence firm financial performance. Specifically, I demonstrate through three related essays that different strategic marketing actions taken by a firm produce unique and novel financial performance implications. These findings contribute to marketing theory, by extending the fields understanding on how marketing influences firm financial performance, and marketing practice, by providing managers with useful decision tools to guide their own strategic decisions. Essay One explores the antecedents and financial consequences of strategic marketing ambidexterity. I was particularly interested in studying the shifting emphasis a firm places on either exploiting existing resources or exploring future market opportunities through the marketing function. Using longitudinal data from 2000 -2011 on 1261 publically traded firms, I show that firm maturity and resource slack are critical determinants of strategic marketing ambidexterity, and that these effects are moderated by market turbulence and industry competitiveness. In terms of performance, I find that different orientations in strategic marketing ambidexterity, either more exploitative-focused or more exploratory-focused, have a significant influence on firm financial risk as well as return. Essay Two explores the combinative effect of a firm's political management capability with its traditional market-facing capabilities, R&D, sales, and resource flexibility, on performance. Using longitudinal data from 2006 -- 2011 on 83 firms in the pharmaceutical industry, I demonstrate that political management capability should only be used as when a firm has weak traditional market-facing capabilities. Political management capability can act as a substitute in these instances and improve the financial performance of the firm, decreasing firm risk and increasing return. Essay Three investigates the effect of the government as a customer on supplier firm financial performance. Specifically, I explored the financial effect when the government becomes a more central component of a firm's customer basket. I find that the government has a negative effect on firm financial performance in both the short- and the long-term. However, this negative effect can be buffered by the presence and magnitude of critical firm contextual factors, R&D intensity and resource slack.
Learning From The Future
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Author : Liam Fahey
language : en
Publisher: John Wiley & Sons
Release Date : 1997-11-10
Learning From The Future written by Liam Fahey and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 1997-11-10 with Business & Economics categories.
Unter Szenarioplanung versteht man eine spezielle Methode der Vorhersage zukünftiger politischer, ökonomischer und demographischer Entwicklungen, die das Funktionieren eines Unternehmens beeinflussen können. Diese Technik wird hier von renommierten Vorreitern auf diesem Gebiet ausführlich beleuchtet - so lernt der Manager, verschiedene Implikationen plausibler Ereignisse und Einflüsse systematisch zu durchdenken. (11/97)
Environmental And Financial Performance
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Author : Mark A. Cohen
language : en
Publisher: Investor Responsibility
Release Date : 1995
Environmental And Financial Performance written by Mark A. Cohen and has been published by Investor Responsibility this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Corporate profits categories.
Discover which foreign companies are conducting or are considering conducting business in southern Africa. Abstracts of nearly 2000 firms include the locations, product lines, number of employees & the amount of assets & sales in southern Africa. For companies with non-equity links, abstracts include the name & location of the company's South African distributor or licensee. Appendices sort companies by industry sector, size & location. The "Company Watch" section identifies firms that have announced plans to establish business ties to southern Africa.
Assessing The Value Of Law In Transition Economies
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Author : Peter Murrell
language : en
Publisher: University of Michigan Press
Release Date : 2001
Assessing The Value Of Law In Transition Economies written by Peter Murrell and has been published by University of Michigan Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Business & Economics categories.
Explores the role of law in nations making the transition to market democracies
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Author : Frank Joseph Shulman
language : en
Publisher: Hong Kong University Press
Release Date : 2001-01-01
written by Frank Joseph Shulman and has been published by Hong Kong University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001-01-01 with Language Arts & Disciplines categories.
A descriptively annotated, multidisciplinary, cross-referenced and extensively indexed guide to 2,395 dissertations that are concerned either in whole or in part with Hong Kong and with Hong Kong Chinese students and emigres throughout the world.
Exploring Entrepreneurial Intentions Innovation And Performance In Small And Medium Sized Enterprises
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Author : Anna Ujwary-Gil
language : en
Publisher: Cognitione Foundation for the Dissemination of Knowledge and Science
Release Date :
Exploring Entrepreneurial Intentions Innovation And Performance In Small And Medium Sized Enterprises written by Anna Ujwary-Gil and has been published by Cognitione Foundation for the Dissemination of Knowledge and Science this book supported file pdf, txt, epub, kindle and other format this book has been release on with Business & Economics categories.
Entrepreneurial experience and venture success: A comprehensive meta-analysis of performance determinants Abstract PURPOSE: In both theory and practice, the entrepreneur’s prior experience is considered to be one of the most important human capital factors affecting venture performance. Nonetheless, the research on the effect of experience on venture performance has produced inconclusive findings. The literature explaining this inconclusiveness is sparse, but several determinants have been identified, such as the variability in the conceptualization and measurement of experience and performance, age of the investigated ventures, types of industry, or size and composition of venture management. The inconsistency of these features across primary studies makes it difficult to compare the results and to integrate findings. METHODOLOGY: This meta-analysis reviews and summarizes 80 primary studies in order to investigate the relationship between entrepreneur’s experience and venture performance. We investigated the effect of five determinants of this relationship, namely the type of experience, type of performance, venture age, size of managerial team, and composition of managerial team. A random effect model was applied and the correlation coefficient was used as an indicator of effect size. FINDINGS: The study found that experience positively affected venture performance, although the magnitude of the effect was rather small. Venture performance showed to have the strongest significant relationship with start-up experience, followed by industrial, working, and managerial experience. International, functional, and entrepreneurial experience had a non-significant effect on venture performance. Moreover, the effect of experience on venture performance was not significant for older ventures. Experience significantly affected two types of venture performance, namely the size of venture and profitability, while the effect on growth was non-significant. Finally, of all the types of venture management, the experience of owner-inclusive entrepreneurial teams had the greatest effect on venture performance. IMPLICATIONS: Investor practitioners may find it helpful to assess entrepreneurs’ experience within a broader context, taking account of the types of experience the entrepreneur possesses. Entrepreneurs’ international, functional, and entrepreneurial experience should be considered very carefully, as they had a non-significant effect on venture performance. In contrast, having experience of founding a venture or of a particular industry seems to provide more value than experience of doing business internationally, or being in business for many years. Another important aspect that investors and venture capitalists should take into account is the size and composition of the entrepreneurial team and the extent to which the venture proposal reflects the different types of experience the team members possess. ORIGINALITY AND VALUE: The study contributes to the human capital literature by firstly attempting to examine systematically the overall magnitude of the relationship between entrepreneur’s experience and venture performance. It also contributes by investigating the determinants of the relationship between experience and venture performance. It summarizes and combines previous inconclusive findings about the impact of different types of experience on different venture performance outcomes. Keywords: entrepreneurial experience, venture performance, entrepreneurship, human capital, learning by doing, meta-analysis, start-up, investor decision-making, performance, knowledge generation Entrepreneurial orientation and SME export performance: Unveiling the mediating roles of innovation capability and international networking accessibility in the brass industry Abstract PURPOSE: This paper answered the research gap on entrepreneurial orientation with a sample of small and medium-sized enterprises’ (SMEs) export performance and the mediating role of innovation capability and international networking accessibility that has not been tested in previous research. This study also tested the effect of entrepreneurial orientation on SMEs’ export performance in the global market. The mediating role of international networking accessibility and innovation capability on SMEs’ export performance also became another focus of this study. METHODOLOGY: This paper implemented a quantitative approach with 282 owners or managers of the SMEs brass industry cluster in Boyolali, Indonesia, who were examined using purposive sampling. FINDINGS: The findings of this study revealed that entrepreneurial orientation did not significantly affect SMEs’ export performance but did significantly affect innovation capability and international networking accessibility. Another empirical test found that innovation capability had significantly affected SMEs’ export performance and the international networking accessibility. International networking accessibility also significantly affected the performance of export SMEs. This study also found an important mediating role of international network accessibility and innovation capability in the relationship between entrepreneurial orientation and SMEs’ export performance. IMPLICATIONS: This study contributes to research investigating the effect of entrepreneurial orientation on performance by conducting in-depth studies on innovation capabilities and international networking accessibility. Many studies have tested the mediating role of innovation capability and international networking accessibility. The practical implication of this study is that it can help managers or owners of SMEs better understand and find optimal solutions through enhancing innovation capability and international networking accessibility, which can be instilled in the characteristics of SME owners or managers to improve performance. ORIGINALITY AND VALUE: The results of this study indicate the mediating role of innovation capability and accessibility of international networking on SMEs’ export performance. Therefore, the main contribution of the study is to determine the mediating role of innovation capability and international network accessibility in the relationship between entrepreneurial orientation and performance by integrating the theoretical perspective of the resource-based view (RBV). Keywords: entrepreneurial orientation, SME export performance, innovation capability, international networking accessibility, brass industry, Indonesia, resource-based view, RBV Relationship between knowledge transfer and sustainable innovation in interorganizational environments of small and medium-sized enterprises Abstract PURPOSE: The trends promoted for the strengthening of capacities that allow the interaction and valuation of knowledge as an intangible asset, deserve a management based on its transfer as a basis that drives innovation. Based on this, the purpose of the study is to examine the relationships between knowledge transfer (KT) and sustainable innovation (SI) in interorganizational contexts of small and medium-sized companies. METHODOLOGY: A process was carried out through the application of a questionnaire addressed to managers and owners of 109 small and medium-sized companies of activity in management and the development of information and communication technologies in two regions of Colombia. To show the significant differences between the two selected populations, a non-parametric Mann-Whitney test for independent samples was applied. Likewise, an application of the K-means algorithm was used to group the variables into subsets. The study of the data was complemented with the multivariate technique and the principal components analysis (PCA) to validate the contrasting of the declared hypotheses. FINDINGS: The results determine that by means of the Mann-Whitney non-parametric test for independent samples there are significant differences between the two selected populations. Likewise, the positive correlation between the variables of knowledge transfer and innovation is confirmed, as well as designing the interactions and the flow of processes between the components that support the aforementioned variables from the theoretical and empirical approach, whose interaction capacity between them has to promote the innovative potential under sustainability principles in small and medium-sized enterprises. IMPLICATIONS: Based on the results of the research carried out, scenarios are promoted through which it is sought to strengthen the interorganizational management of small and medium-sized enterprises, minimizing the barriers that weaken their stability. As well as promoting new ways of valuing knowledge as an intangible asset that, when transferred, generates effects in innovation management as part of the strengthening and interorganizational sustainability of small and medium-sized enterprises. ORIGINALITY AND VALUE: It is based on the generation of value through the proposal of a design of a system of relations between the components that promote the transfer of knowledge and sustainable innovation. Its structure is based on empirical results that allowed defining five strategic stages that show the relationships between the components that promote interorganizational and competitive management of tangible and intangible assets available in small and medium-sized enterprises. Keywords: knowledge transfer, sustainable innovation, interorganizational environments, knowledge management, Small and Medium-sized Enterprises, SMEs, intangible assets, Colombia Comparative analysis of national innovation systems: Implications for SMEs' adoption of fourth industrial revolution technologies in developing and developed countries Abstract PURPOSE: This study aims to identify the differences and similarities in the innovation systems of developing vs. developed countries that influence SMEs’ adoption of Fourth Industrial Revolution (4IR) technologies. There is a notable absence of comparative research between National Innovation Systems (NIS) of developing and developed countries. Additionally, the current scholarly conversation lacks a holistic view of NIS. Our study aims to fill these gaps by employing Lundvall’s framework to explore both developed and developing countries’ systems comprehensively. METHODOLOGY: The data was collected through a Systematic Literature Review, identifying a total of 695 publications from SCOPUS, Web of Science (WoS), and ProQuest. The PRISMA process was adhered to, resulting in 32 papers undergoing quality evaluation using Gough’s ‘weight of evidence’ guidelines. Twenty-nine primary papers were selected, comprising twelve from developed countries, another twelve from developing countries, and the remainder from both categories. Using Qualitative Meta-synthesis (QMS) with ATLAS.ti, a systematic alignment of codes with research inquiries pertaining to NIS ensued, revealing a multifaceted spectrum of findings across these scholarly investigations. FINDINGS: We found that there are similarities and differences between the innovation systems of developed and developing nations. The similarities include the intra-firm interactions taking place between managers and workers, inter-firm relations between the SMEs and Academia and other SMEs, as well as the role of the government in providing funding and regulation (albeit at significantly varying degrees). The most significant differences observed were in the funding mechanisms, the role of the government, and the R&D systems. It was found that governments in developed countries provided SMEs with substantial incentives, tax credits, and subsidies to adopt 4IR technologies, which appears to positively impact the adoption rate. We conclude by developing a conceptual framework for the NIS necessary for the adoption of SMEs’ 4IR technologies in developing countries. IMPLICATIONS: This study contributes to the literature on innovation systems by examining the NIS of both developed and developing countries. This analysis allows us to gain deeper insights into how specific aspects of each country (developed or developing) affect (positively or negatively) SMEs’ adoption of 4IR technologies. Practically, it informs governments in developing countries on which aspects to focus on in their NIS to increase the rate of the adoption of 4IR technologies by SMEs. ORIGINALITY AND VALUE: A distinctive aspect of this study lies in the creation of a comprehensive conceptual model delineating the essential components of the innovation system pivotal for the successful integration of 4IR technologies within SMEs. This model is designed to serve as a practical tool for governments in developing countries, providing a structured framework to facilitate and enhance the strategic development of their innovation landscapes. Keywords: national innovation systems, fourth industrial revolution technologies, SME, adoption, developed countries, developing countries, comparative analysis, government policies, Lundvall’s framework, qualitative meta-synthesis Social cognitive career theory and higher education students’ entrepreneurial intention: The role of perceived educational support and perceived entrepreneurial opportunity Abstract PURPOSE: This study aims to integrate insights from the Socio-Cognitive Career Theory (SCCT) and entrepreneurship literature to develop a research framework of how perceived entrepreneurial opportunities (PEO) and perceived educational support (PES) shape the progression of entrepreneurial self-efficacy (ESE) and entrepreneurial career interests (ECI). Additionally, this study investigates whether ECI mediates the effects of PEO and PES on entrepreneurial intention (EI) and how PEO and PES moderate the effects of ESE and ECI on EI. METHODOLOGY: A sample of 888 university students was recruited from Vietnam. Cronbach’s alpha and confirmatory factor analyses were adopted to test the reliability and validity of the scales. Structural equation modeling (SEM) is then used to test formulated hypotheses. FINDINGS: The current study demonstrates that ESE and ECI directly trigger EI. Although PES and PEO did not directly impact EI, their influence on EI was mediated through ESE and ECI. In addition, PEO was found to act as a positive catalyst for the transformation of ESE and ECI into EI. The greater the entrepreneurial opportunities students perceive, the more likely they are to convert ESE and ECI into intentions to become entrepreneurs. IMPLICATIONS: This study makes a significant contribution by emphasizing the relevance of the SCCT framework in understanding entrepreneurship and brings to the forefront the role of PES and PEO in shaping the progression of ESE, ECI and, ultimately, EI. In addition, the findings of this study provide practical implications for nascent entrepreneurs, entrepreneurship educators, and policymakers. ORIGINALITY AND VALUE: This study is one of the first to investigate the role of PEO and PES in the development of Vietnamese students’ SES, ECI and, ultimately, their intention to engage in entrepreneurship. Keywords: entrepreneurial intention, social cognitive career theory, perceived educational support, perceived entrepreneurial opportunities, entrepreneurial self-efficacy, entrepreneurial career interests, structural equation modeling, SEM Entrepreneurial intentions of students from Latvia, Poland, and Ukraine: The role of perceived entrepreneurial education results Abstract Purpose: Our main aim is to establish which factors influence entrepreneurial intentions, with a particular focus on the role of entrepreneurial education and university support in Central and Eastern European countries (CEE). An additional aim is to determine the differences in these perceptions between students from seemingly similar but rather different CEE countries. Methodology: We based our study mainly on two theory constructs, namely the entrepreneurial support model (ESM) and entrepreneurial self-efficacy (ESE). Both concepts often appear in research on entrepreneurial intentions, but they are not used together. Moreover, we proposed a new education-related factor – perceived entrepreneurial education results (PEER). To verify hypotheses quantitative research was conducted using surveys among 2,085 first-year undergraduate students from three technical universities in three countries: Latvia, Poland and Ukraine. Findings: The results of the study indicate that entrepreneurial self-efficacy, perceived entrepreneurial education results, and perceived educational and relational support all influence the intention of students to launch a venture. The research did not provide support for the hypothesis of an impact of perceived structural support (PSS) on intentions. The impact of perceived educational and relational support appeared to be less important than the impact of ESE and PEER on intentions. Additionally, we identified that there are significant differences between students from the analysed countries. Implications for theory and practice: Our research has identified a new factor, not previously used in studies of entrepreneurial intentions, that is, perceived entrepreneurial education results. This new factor can be used in research as a complement to self-efficacy and it refers to hard skills related, in this particular case, to entrepreneurship. The results show the importance of the national context, implying the need to take this into account when modelling support policies at a national level. The findings can be used to remodel how this knowledge is delivered to young people. Originality and value: Firstly, we proposed the inclusion of a new education-related component called perceived entrepreneurial education results, which can examine the perceived results of education at any level, in our case, at the secondary school level. Secondly, we showed the stronger influence of factors related to perceptions of one's own skills than perceptions of support from the environment. In addition, we demonstrated that making judgements or recommendations about entrepreneurial support, for rather similar countries, should be considered separately. Furthermore, we conceptualised the three aspects ESE, PEER and ESM in a new way. Finally, we also proved that the role of individual factors varies from country to country, even if the countries belong to the same cultural background and share a similar past experience. Keywords: entrepreneurial intentions, entrepreneurial education, perceived entrepreneurial support model, entrepreneurial self-efficacy, perceived entrepreneurial educational results, Central and Eastern European Countries, CEE countries, comparative analysis
Digital And Social Media Marketing
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Author : Nripendra P. Rana
language : en
Publisher: Springer Nature
Release Date : 2019-11-11
Digital And Social Media Marketing written by Nripendra P. Rana and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-11-11 with Business & Economics categories.
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.