Yaghtin, Shahrzad; Safarzadeh, Hossein; Karimi Zand, Mehdi - In: Journal of Business & Industrial Marketing 37 (2021) 9, pp. 1852-1866
Purpose: Despite the significant potential of digital content marketing (DCM) to establish public and professional awareness, especially in uncertain situations, no previous research has investigated how to plan business-to-business DCM to help firms and society get through a crisis. Thus, this...