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Digital marketing communication from the perspective of individual consumers : a cross-country comparison

Bartosik-Purgat, Małgorzata - In: Entrepreneurial business and economics review : EBER 7 (2019) 3, pp. 205-220

Objective: The main objective of this article is to identify social media (SM) usage in communication between … researched countries influence the range of using them in marketing communication? Three research techniques were used in the … for marketing communication in foreign markets. The results showed the way of using social media by consumers and that is …

Persistent link: https://www.econbiz.de/10012515788

Social media and constructing the digital identity of organizations : bibliometric analysis

Czakon, Wojciech; Jedynak, Monika; Kuźniarska, Aneta; … - In: Entrepreneurial business and economics review : EBER 11 (2023) 4, pp. 43-56

Objective: The study aimed to map the stock of knowledge on organizational identity in a digital environment. Research Design & Methods: We systematically reviewed the literature to map the current research landscape and identify gaps that need to be addressed to better understand how...

Persistent link: https://www.econbiz.de/10014490267

Word of mouth on the web : the impact of web 2.0 on consumer purchase decisions

Riegner, Cate - In: Journal of advertising research 47 (2007) 4, pp. 436-447

Persistent link: https://www.econbiz.de/10003614082

How social media applications affect B2B communication and improve business performance in SMEs

Wang, William Yu Chung; Pauleen, David J.; Tingting, Zhang - In: Industrial marketing management : the international … 54 (2016), pp. 4-14

Persistent link: https://www.econbiz.de/10011478701

Sharing is the name of the game : exploring the role of social media communication practices on B2B customer relationships in the life sciences industry

Rose, Susan; Fandel, Diana; Saraeva, Anastasiya; … - In: Industrial marketing management : the international … 93 (2021), pp. 52-62

Persistent link: https://www.econbiz.de/10012501937

Online versus offline promotional communication : evaluating the effect of medium on customer response

Ieva, Marco; Ziliani, Cristina; Gázquez-Abad, Juan Carlos - In: Journal of advertising research 58 (2018) 3, pp. 338-348

Persistent link: https://www.econbiz.de/10011929129

What messages to post? Evaluating the popularity of social media communications in business versus consumer markets

Swani, Kunal; Milne, George R.; Brown, Brian P.; Assaf, … - In: Industrial marketing management : the international … 62 (2017), pp. 77-87

Persistent link: https://www.econbiz.de/10011707068