Digital marketing

Notes, lectures and summary of articles + tutorials (everything you need to learn for the digital marketing exam)

This document will sufficiently prepare you for the exam in digital marketing and technology. It includes a summary of all lectures and all relevant articles from the academic year 2019/2020. Lecturer: Emile Lancee. Grade achieved through this summary: 8.6

Notes of the Digital Marketing lectures. Complete with examples and important exam hints, made by the lecturer.

This is a summary of the article "A meta-analytic investigation of the role of valence in Online reviews" of Purnawirawan, Eisend, de Pelsmacker and Dens (2015)

This is a summary of the article "Adaptive personalization using social networks" of Chung, Wedel and Rust (2016)

This is a summary of the article "Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences" of Hilken, de Ruyter, Chylinski, Mahr and Keeling (2017)

This is a summary of the article "Effects of companies’ responses to consumer criticism in social media" of Xia (2013)

This is a summary of the article "How does web personalization create value for online retailers? Lower cash flow volatility or enhanced cash flows" of Kalaignanam, Kushwaha and Rajavi (2018)

This is a summary of the article "How to improve firm performance using big data analytics capability and business strategy alignment" of Akter, Wamba, Gunasekaran, Dubey and Childe (2016)