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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
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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
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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
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Reconsidering models of influence : the relationship between consumer social networks and word-of-mouth effectiveness
Smith, Ted; Coyle, James R.; Lightfoot, Elizabeth; … - In: Journal of advertising research 47 (2007) 4, pp. 387-397
Persistent link: https://www.econbiz.de/10003613599
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Word-of-mouth research : principles and applications
Allsop, Dee T.; Bassett, Bryce R.; Hoskins, James A. - In: Journal of advertising research 47 (2007) 4, pp. 398-411
Persistent link: https://www.econbiz.de/10003614046
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Visibility versus surprise : which drives the greatest discussion of Super Bowl advertisments?
Nail, Jim - In: Journal of advertising research 47 (2007) 4, pp. 412-419
Persistent link: https://www.econbiz.de/10003614051
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The origin and impact of CPG new-product buzz : emerging trends and implications
Niederhoffer, Kate; Mooth, Rob; Wiesenfeld, David; … - In: Journal of advertising research 47 (2007) 4, pp. 420-426
Persistent link: https://www.econbiz.de/10003614054
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Finding the "missing link" : advertising's impact on word of mouth, web searches, and site visits
Graham, Jeffrey; Havlena, William - In: Journal of advertising research 47 (2007) 4, pp. 427-435
Persistent link: https://www.econbiz.de/10003614058
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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
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Unleashing the power of word of mouth : creating brand advocacy to drive growth
Keller, Ed - In: Journal of advertising research 47 (2007) 4, pp. 448-452
Persistent link: https://www.econbiz.de/10003614085