| Preface |
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| Section 1 From Literature to Theory: Reviews, Concepts, and Definitions Linked to Digital Marketing |
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This section presents chapters that develop reviews on digital marketing strategies, concepts linked to the use of data-centric strategies, and the main definitions that encompass the digital ecosystem of advanced digital marketing strategies in a digital era. |
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Chapter 1 A Better Understanding of Big Data and Marketing Analytics: A Review |
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1 | (15) |
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Data mining and analysis is consolidating as a crucial practice in economic, educational, social, and business sectors. |
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In this context, this study aims to identify and categorize the main strategies, metrics, and concepts that are derived from big data analytics (BDA) and marketing analytics (MA). |
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This study follows a systematic literature review (SLR) of important scientific contributions made so far in this research area. |
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The authors have identified through this study 13 key concepts related to big data analytics and 13 related to marketing analytics, which are classified and categorized according to their application in technologies or actions in digital marketing. |
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The chapter concludes with a discussion between theoretical and practical implications on the results for future researchers. |
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Chapter 2 The Role of Big Data in Digital Marketing |
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16 | (18) |
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Consumers perform their activities through digital channels more often as a result of technological advancements where those advancements also allow marketers to reach excessive information about consumers, store them, and use them whenever and however they consider necessary. |
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These big data provide businesses to understand the unmet demands and expectations of consumers and achieve a sustainable business success. |
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Despite the importance of big data analytics for marketing of businesses, research on this issue is scarce. |
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In order to contribute the literature, the purpose of this chapter is to reveal the importance of big data in the digital marketing environment. |
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In line with this purpose, a comprehensive literature review including the definition, components, sources of big data, and the role of big data in digital environments and the examples of businesses using big data is undertaken. |
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Chapter 3 Digital Marketing vs. Traditional Marketing: Literature Review and Practical Lessons |
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34 | (17) |
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Digitalisation has caused important changes that have affected people's lives on a social, economic, or personal level. |
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These changes have affected both business and society in general. |
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Therefore, companies had to adopt different strategies to reach with their users, since traditional methods were no longer effective in some cases. |
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It is the case of marketing, where companies had to change or blend traditional marketing with digital marketing (i.e., to promote their products and services through the internet). |
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The aim of this work is to analyse the existing literature on similarities and differences between traditional and digital marketing. |
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The methodologies used to achieve these objectives were a systematic literature review and bibliometric analysis by Scopus. |
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The results obtained have shown that both traditional and digital marketing are important for companies, so firms must find out which of them is more compatible with the company's objectives. |
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This chapter provides practical lessons for entrepreneurs or marketing makers when choosing a type of marketing for their businesses. |
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Chapter 4 Digital Loyalty Programmes: Pull Strategies in B2B Channel Marketing |
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51 | (29) |
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Digital loyalty programmes are an increasingly common tool for business-to-business marketers hoping to increase repeat sales through deeper customer engagement. |
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In consumer markets, such programmes do little to influence behavioural loyalty and disproportionately attract the firm's existing heavy buyers. |
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Industrial buying, however, relies on direct sales channels and features negotiation and reciprocity. |
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Loyalty effects may therefore differ in B2B, and although no clear picture yet exists, such knowledge is important as B2C digital loyalty programmes grow in popularity. |
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Here, the authors describe programme membership's evolving characteristics over in a B2B scheme that was launched in the US metal-cutting tools manufacturer customer base. |
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Findings are consistent with the idea that the scheme recruited the heaviest buyers earliest and had an insignificant effect on total revenue. |
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The authors discuss managerial implications, particularly about (1) managing the rollout of similar schemes and (2) refocussing on the programme objectives to maintain sales from the lightest rather than the heaviest buyers. |
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| Section 2 Towards Practitioner Knowledge: Applied Digital Marketing Strategies |
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In order to understand how practitioners should develop digital marketing actions in their industries, this section presents several chapters that analyze from a business point of view the main actions linked to decision-making that CEOs, executives, and other company managers have to consider for the development and optimization of data-centric digital marketing techniques. |
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Chapter 5 Alibaba's International Digital Marketing Practices and Strategies |
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80 | (19) |
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In this chapter, the main relationship between a company's use of data-driven methods and its international digital marketing strategies are examined. |
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In particular, the question of how data-driven methods, like consumer analytics, helped the company in its internationalization efforts are outlined. |
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By following the case study approach, the diverse digital business models, online advertising campaigns, and international digital marketing practices of the Chinese company Alibaba are investigated. |
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As China's e-commerce market currently became one of the most dynamic ones in the world, and as Alibaba is one of the leading internet and e-commerce corporations worldwide, valuable insights are provided. |
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Moreover, Alibaba's international digital marketing practices, underlying strategies, as well as adaptive capabilities are systematically analyzed. |
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In addition, Alibaba's competitive behavior is investigated and compared with international companies and peers. |
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In this context, the standardization versus adaptation paradigm is also revisited. |
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Chapter 6 Activism in the Digital Age: Social Movements Analysis Using User-Generated Content in Social Media |
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99 | (24) |
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Beatriz Rodriguez Herraez |
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Social movements have been transformed in the last decade by social networks, where the dynamics of the social protests have evolved and have been structured and viralized through social media. |
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They are no longer just conversations between activists that stay on social platforms. |
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The cyberactivism that takes place on Twitter or Instagram can also play a significant role in general society by influencing government decision making or shaping the relationships between citizens. |
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In this chapter, the authors explore the main activist movements that took place in social media in the last decade: Occupy, BlackLivesMatter, and MeToo. |
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The proposed approach used in this study facilitates the comparison of each movement while focusing on the user-generated content in social media. |
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This study suggests the presence of four major categories to frame the content generated by the activists. |
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The chapter concludes with the identification of three different approaches to the research of a future research agenda that should be considered for the study of the social movements from the UGC theory framework. |
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Chapter 7 Understanding Google Ads Metrics for SME |
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123 | (22) |
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Despite its popularity, search engine advertising is a particularly complex and demanding technique. |
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One of the main challenges for Google Ads managers is to adequately monitor performance. |
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Indeed, the literature identifies a plethora of metrics to measure the success of a search engine ads campaign. |
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One research question arises: What are the metrics adopted by small and medium-sized companies to measure the performance of a Google Ads campaign? This chapter includes a mixed-method study with digital marketing professionals experienced in managing Google Ads campaigns for Portuguese SMEs. |
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Interviews helped highlight the main difficulties faced by SEM's Google Ads' managers and to identify the performance measures they mostly control. |
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Then, a survey enabled to analyse the association between performance measures and campaigns' perceived success. |
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The insights produced by this chapter are particularly interesting for researchers, teachers, business managers, and digital marketing professionals, as it presents important clues on measuring the effectiveness of Google Ads campaigns. |
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Chapter 8 Big Data Optimization in Zara: How Zara Will Optimize Its Process With Big Data Due to the COVID-19 Situation |
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145 | (13) |
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This chapter will address the issue of online sales in the fast fashion sector, specifically Zara, the flagship brand of the Inditex textile group. |
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Since 2012, Zara has been working on a plan to close, restructure, and optimize its physical shops, a process that was accelerated in 2017, and which has been affected by the global pandemic that began in early 2020. |
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These two events have caused online sales to exponentially rise with, in turn, the percentage of returns. |
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This is the objective of this chapter: to analyze where Zara is in terms of online sales and returns and how, through digital marketing and the application of tools such as big data, it can reduce the large volume of online returns that it has to deal with. |
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Chapter 9 Confirming Digital Marketing Model Innovation Design: SEM in Post-COVID Social Impact Startups, Mexico |
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158 | (14) |
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The COVID-19 pandemic is an unprecedented event that has ravaged emergent economies like Mexico seriously. |
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In this sense, several sectors like social impact startups (SIS) are called to participate in actions to recover more quickly in their operations, income, and competitiveness in the post-COVID era. |
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In fact, digital marketing campaigns are alternatives for the Mexican SIS to raise its competitiveness again. |
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Hence, this study aims to confirm the digital marketing model innovation (DMMI) through covariance-based structural equation modeling (CB-SEM) applied on a survey of 180 Mexican SIS during Dec-2020 to Feb-2021. |
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The study's value is the model' s validity of DMMI and its capability to determine digital marketing strategies to overcome emergency situations like COVID-19. |
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Chapter 10 Do Spanish Family SMEs Make Appropriate Use of Their Organizational Websites? An Analysis of Family Firms' Brand Promotion and Website Quality Level |
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172 | (20) |
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Daniel Rodriguez-Rodriguez |
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The aim of this chapter is to analyse how family SMEs use digital media, particularly organizational websites, to disseminate information about their products, services, history, etc. |
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To this end, the authors perform a descriptive analysis of 32 organizational websites from privately owned family SMEs located in the region of Andalusia (Southern Spain), emphasizing two differentiating strategies: promotion of the family firm brand and website quality level. |
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On the one hand, the findings show that family firms are to some degree reluctant to promote their family firm brand on their organizational websites, with the indicator of being a family firm as the most communicated. |
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On the other hand, the findings reveal that family firms tend to develop organizational websites with an adequate quality level; however, the inclusion of components, such as FAQ or help sections or a bilingual option, need to be considered in the future. |
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Chapter 11 Adapting Digital Strategies to a New Era: A Delphi-Based Analysis in the Fashion Industry |
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192 | (19) |
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Fashion brands are continuously reinventing themselves to adapt their business strategies to emerging markets. |
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In this paradigm, digital marketing becomes an essential tool for communication to the target audiences online. |
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In digital ecosystems, a new way of sharing information is taking place in which brands interact with users to increase engagement and brand awareness. |
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Accordantly, the objective of the present study is to explore what is the evolution of digital marketing and how it has affected the strategies applied by fashion brands on digital ecosystems after the COVID-19 pandemic. |
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The research develops a Delphi method with the participation of seven fashion digital marketing experts, whose conclusions and analysis of results will allow future research to be linked to the objectives of the research. |
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The results propose and discuss nine future directions and four research proposals focused on digital marketing in the fashion industry. |
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In the future, these proposals may be used by research or fashion marketers as a starting point for future research studies and practice. |
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| Section 3 Case Studies: Advances in Digital Marketing Strategies Applied to Industries |
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This section presents case studies and future research lines for the digital marketing sector focused on data analytics. The case studies encompass approaches to different business industries to, finally, show the pros and cons of developing digital strategies according to the characteristics of each case. |
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Chapter 12 How Digitalisation Is Influencing Traditional Food Restaurants in the Management of Their Marketing Strategies |
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211 | (15) |
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Juan-Gabriel Martinez-Navalon |
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There is no denying that digitalisation is a new revolution. |
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At a time when technology is taking over all aspects of society in an exponential way, not introducing it into the management of companies is a clear mistake that could lead to their disappearance. |
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But we cannot forget that the incorporation of technology is a challenge for any type of company and sector. |
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This study analyses the importance of digitalisation in traditional restaurants and its influence on the management of marketing policies using case study analysis. |
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Therefore, the aim of this study is to show how digitalisation for order management in these companies can also be applied to marketing policies. |
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This is because, by monitoring and storing the customer's behaviour in the ordering process from start to finish, it is possible to know their preferences and searches in a more concrete way. |
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Such information enables the company to maximise its resources by applying policies designed to meet customer needs, as well as to design targeted advertising to increase the chances of success of the advertising campaign. |
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Chapter 13 Personal Brand Benefits of Social Media Use for Researchers: A Case Study |
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226 | (20) |
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Social networks are a very relevant tool for businesses to connect efficiently with many users at the same time. |
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It means that in the second decade of the 21st century, companies have strengthened their strategies to expand their influence. |
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In the higher education context, social media can help develop teaching strategies. |
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Nevertheless, are they also relevant to expanding the professional capacity of researchers? Given this, this research aims to determine whether they are relevant within the research field and how they use them according to the researchers' position and the professional objectives set. |
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Chapter 14 Digital Customer Journey in the Luxury Hotel Experience: A Case Study Approach |
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246 | (15) |
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Digitalization is one of the biggest changes in our fast-moving world. |
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There are a lot of digital innovations in many different industries, which are also affecting the hospitality industry. |
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Taking into consideration that travel and tourism is all about the combination between a wide range of experiences and on-site benefits, the implementation of the digitalization in this industry is completely necessary. |
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As a part of the travel and tourism industry, the luxury hospitality segment is continuing to grow more than what was expected, reaching figures of big spending and revenue regarding luxury hospitality bookings, and it is even expected to grow more than 60% by 2026. |
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Luxury hospitality brands have a lot of upcoming opportunities to generate discussions through digital tools and innovations, not only about bookings, but also covering the whole customer journey. |
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Chapter 15 Approach to Social Media Marketing Strategies in Different World Regions: A Descriptive Study . |
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261 | (25) |
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The present study, using a sample of university organizations from different world regions, aims to provide an overview of social media marketing strategies used in different geographical locations. |
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For this purpose, the authors conducted a descriptive study of the communication patterns implemented by university institutions in four regions: Africa and the Middle East, North America, Latin America, and Europe. |
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The study, which adopts a comparative format, contrasts the findings obtained in each of the aforementioned regions, highlighting the existence of both similarities and differences in the social media marketing strategies of the organizations observed. |
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In line with previous research, the authors took Twitter as the social media platform to be monitored. |
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| Compilation of References |
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286 | (48) |
| About the Contributors |
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334 | (5) |
| Index |
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