"This book examines online advertising activities and their connection to business performance in online environments. It also explores online communication channels including website presentation, social media, advertising platforms, and e-mailing"--.

• Title Page
• Copyright Page
• Book Series
• Editorial Advisory Board
• Table of Contents
• Detailed Table of Contents
• Preface
• Chapter 1: What Do Facebook Users Feel About Facebook Advertising?
• Chapter 2: Employer Branding in the Digital Era
• Chapter 3: A Relationship Marketing Strategy in Brand Communication
• Chapter 4: Customer Engagement Strategies of China's E-Commerce Industry and Their Impact on China's Economy Transition
• Chapter 5: Online Purchase and Advertising in Latin America
• Chapter 6: Optimization Models in Google Ads Campaigns
• Chapter 7: Reaching Your Customers Using Facebook and Google Dynamic Ads
• Chapter 8: The (In)Effectiveness of In-Stream Video Ads
• Compilation of References
• About the Contributors
• Index