Search Results - Internet

Marketing in the Metaverse : exploring marketing opportunities and potential pitfalls

Wannow, Stefanie; Beck, Chiara - In: Zukunft des Marketings, (pp. 57-76). 2023

Unternehmen aus verschiedenen Branchen wie Gaming, Reisen und Einzelhandel erkunden derzeit, welche Marketingpotenziale das Metaverse bietet. Es besteht jedoch noch große Unsicherheit über effektive Strategien in dieser neuen "Welt". Da die Forschung noch am Anfang steht, möchten wir zu einem...

Persistent link: https://www.econbiz.de/10014516198

The effect of cross-cultural dimensions on the manifestation of customer engagement behaviors

Connell, Cara; Marciniak, Ruth; Carey, Lindsey Drylie - In: Journal of international marketing 31 (2023) 1, pp. 32-48

Persistent link: https://www.econbiz.de/10014233448

Becoming TikTok famous : strategies for global brands to engage consumers in an emerging market

Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; … - In: Journal of international marketing 31 (2023) 1, pp. 106-123

Persistent link: https://www.econbiz.de/10014233467

How entrepreneurs build brands and reputation with social media PR : empirical insights from start-ups in Germany

Pakura, Stefanie; Rudeloff, Christian - In: Journal of small business and entrepreneurship : JSBE 35 (2023) 2, pp. 153-180

Persistent link: https://www.econbiz.de/10014234756

Emojis to conversion on social media

Mladenović, Dušan; Koštiál, Kamil; Ljepava, Nikolina; … - In: International journal of consumer studies 47 (2023) 3, pp. 977-994

Persistent link: https://www.econbiz.de/10014250669

An online research approach for a dual perspective analysis of brand associations in art museums

Ranfagni, Silvia; Milanesi, Matilde; Guercini, Simone - In: International review on public and non-profit marketing 20 (2023) 1, pp. 149-167

Persistent link: https://www.econbiz.de/10014252137

Social Media Disclosure of Political Ideology

SHI, Rui; Lin, Yupeng; Zeng, Jean (Jieyin) - 2023

Corporate America is increasingly taking public stances on divisive sociopolitical issues via social media. Exploring S&P 1500 firms’ Twitter responses to the Black Lives Matter (BLM) movement following George Floyd’s death in 2020, we first document a positive association between proxies...

Persistent link: https://www.econbiz.de/10014254219

Solutions of brand posts on Facebook to increase customer engagement using the Random Forest prediction model

Vaiciukynaite, Egle; Zickute, Ineta; Salkevicius, Justas - In: Artificiality and Sustainability in Entrepreneurship : …, (pp. 191-214). 2023

Persistent link: https://www.econbiz.de/10013548119

To be (family) or not to be (family) : the familiness effect over brand authenticity posts on social media and consumer engagement relationship

Bargoni, Augusto; Ballerini, Jacopo; Vrontis, Demetris; … - In: The journal of product & brand management 32 (2023) 5, pp. 713-736

Persistent link: https://www.econbiz.de/10014315439

The role of emotions in B2B product advertising on social media : a family business case study

Pirraglia, Emilio; Giuliani, Felice; De Cicco, Roberta; … - In: Journal of family business management : JFBM 13 (2023) 1, pp. 146-165

Persistent link: https://www.econbiz.de/10014317243