Digital Advertising and Consumer Behavior

Edited by Nirma Sadamali Jayawardena (), Sara Quach (), Park Thaichon () and Abhishek Behl ()

in Management for Professionals from Springer

Date: 2026
ISBN: 978-981-95-7809-2
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Chapters in this book:

Introduction to the Concept of Social Proof in Social Media Marketing

Zeeshan Majeed Nadroo, Adil Zahoor, Kumar Rohit, Qazi Saima Syed, Yashti Vyas and Shees Majid Shaikh

Exploring the Role of Social Media-Based Marketing Strategy

Akshita Tiwari, Hare Krishna Chaudhary and Malini Singh

Digital Influence: Leveraging Social Media to Drive Brand Awareness and Product Discovery

Deepana Palanivel, Jyotsna Puthalath Nadukkandi and Uthamaramasamy Vani

The Influence of Social Proof and Fear of Missing Out in Social Media Towards Product Experience

Parth Salunke, Anurag Chaturvedi and Gyandeep Hazarika

Measuring the Success of Social Media Presence with Google Analytics: From Clicks to Conversions

Mano Weligodapola and Chathurini Kumarapperuma

Enhancing the Online Shopping Experience with Virtual Reality and Augmented Reality Videos

H. M. Udanee Sachithra Rathnayake Samarasinghe, Umesha Dabare and Ranitha Sachinthana Weerarathna

Understanding Short Video Advertising in Digital Marketing Through Digital Analytics

Ajay Khatter, Hare Krishna Chaudhary and Swati Sharma

Immersive Product Demonstrations Through Metaverse Technology

Animesh Kumar Sharma and Rahul Sharma

Machine Learning-Based Approach and Customer Segmentation: A Review

Pham Van Hau and McIver Thomas

Marketing with Generative Artificial Intelligence: Applications, Opportunities, Challenges, and Research Agenda

Animesh Kumar Sharma and Rahul Sharma

Ethical Concerns in the Field of Artificial Intelligence and Data Analytics in Insurance Industry

Pawan Pant, Kaushal Kishore Mishra, Bhaskara Srinivas and Azmee Zaheer

The Role that Gaming Features Play in Increasing Viewer Engagement in the Field of Digital Marketing

Udgam Mishra, Uttam Mishra, Keshav Prasad Gadtaula and Achyut Gyawali

Leveraging Machine Learning for Enhanced Online Marketing Activities

Pratiksha Jha, Vivek Aggarwal and Ujjwal Kalra

The Contribution of 3D Video Advertisements for Sports Marketing: A Scoping Review

Buvaneswari Pallikuppam Sachithanandan, Rajakrithiga Ganesan and Aishwaryaa Velayutham

Digital Twins in the Metaverse: User Interface, Security, and Privacy Issues

Baljinder Kaur

Implications of VR, AR, and XR in Marketing Practices: A Descriptive Literature Review

Jangyash Kumar Rout and Abhishek Kumar

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DOI: 10.1007/978-981-95-7809-2

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