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Permission marketing strategy shaping consumer behaviour through online communication channels
Abašidze, Irakli - In: Baltic Journal of Economic Studies 9 (2023) 2, pp. 8-18
Persistent link: https://www.econbiz.de/10014287244
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Reaching for customer centricity : wine brand positioning configurations
Dressler, Marc; Paunović, Ivan - In: Journal of open innovation : technology, market, and … 7 (2021) 2, pp. 1-21
innovation in branding. German winery brands were analyzed using a multimethod approach leaning on a novel netnographic … communication and pricing opportunities for wine brand identity as well as image, thereby contributing to open brand innovation. …
Persistent link: https://www.econbiz.de/10012601505
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Digital content marketing and EWOM : a mediational serial approach
Hasani, Vjollca Visoka; Zeqiri, Jusuf; Todorovik, Teodora; … - In: Business systems research : a system view accross … 14 (2023) 2, pp. 24-43
Background: In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the impact of digital content marketing on customer purchase...
Persistent link: https://www.econbiz.de/10014527165
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Marketing activities effects on brand awareness generation, image and loyalty in the social networks of a public higher education institution
Sánchez Garza, Miriam Nanyeli; Sánchez Limón, … - In: Cogent business & management 11 (2024) 1, pp. 1-15
The objective of this research is to examine the effect of marketing activities on brand awareness generation, image and loyalty in social networks of a public higher education institution, based on the social networks theory and Bilgin’s model (2018). The quantitative method is used, with the...
Persistent link: https://www.econbiz.de/10014529732
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B2B communication strategy : introducing a new multifunctional application for the waste management industry
Svetlik, Jaroslav; Lastuvka, Igor - In: Marketing i menedžment innovacij : m&mi 13 (2022) 3, pp. 159-171
Persistent link: https://www.econbiz.de/10013491039
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Innovative perspective of marketing engagement : enhancing users' loyalty in social media through blogging
Sajjad, Muhammad; Zaman, Umer - In: Journal of open innovation : technology, market, and … 6 (2020) 3/93, pp. 1-17
The breakneck pace of digital technologies has created a dramatic shift in marketing campaigns to engage users through unique and innovative experiences. Focusing on the same grounds, this study relates the market engagement with users’ loyalty (UL) for Facebook social media. Market engagement...
Persistent link: https://www.econbiz.de/10012297290
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Customer integration 4.0 : leveraging customer knowledge in innovation processes by using digital technologies
Füller, Kathrin Jasmin - 2017
Persistent link: https://www.econbiz.de/10011809713
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A multi-country comparison of user innovation behaviors on smartphone applications
Yoo, Bosul; Katsumata, Sotaro; Ichikohji, Takeyasu - 2017
This study examines preceding factors of user innovation behavior using a case of smartphone applications … toexamineindirect and direct effects of consumer attitude on user innovation. Specifically, this study focuses ontwo aspects of the user … innovation evaluation:quality and quantity. Quality of user innovation in particular has the potentialtocontribute tothe …
Persistent link: https://www.econbiz.de/10011738364
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Sourcing Innovation from You Customer : How Multinational Enterprises Use Web Platforms for Virtual Customer Integration
Rohrbeck, René; Steinhoff, Fee; Perder, Felix - 2014
Integrating the customer in the innovation process is believed to be a powerful means to reduce failure rates and to … innovation process has to be weighed against the costs. Virtual customer integration has been discussed as a way to limit these … sourcing of ideas. Especially the integration of the customer in the execution phase of the innovation process remains largely …
Persistent link: https://www.econbiz.de/10014199231