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The role of cool versus warm colors in B2B versus B2C firm-generated content for boosting positive eWOM
Kwon, Jumbum; Chan, Ka Wing; Gu, William; Septianto, Felix - In: Industrial marketing management : the international … 104 (2022), pp. 212-225
Persistent link: https://www.econbiz.de/10013326938
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B2B eWOM on Alibaba : signaling through online reviews in platform-based social exchange
Tóth, Zsófia; Mrad, Mona; Itani, Omar S.; Luo, Jun; … - In: Industrial marketing management : the international … 104 (2022), pp. 226-240
Persistent link: https://www.econbiz.de/10013326941
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Deciphering B2B marketers' concerns in marketing "with" clients : further insights into how B2B characteristics foster and inhibit UGC generation and its leverage
Aras, Ajit; Xu, Xin; Peñaloza, Lisa - In: Industrial marketing management : the international … 101 (2022), pp. 71-81
Persistent link: https://www.econbiz.de/10013197766
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Digital content marketing on social media along the B2B customer journey : the effect of timely content delivery on customer engagement
Salonen, Anna; Mero, Joel; Munnukka, Juha; Zimmer, Marcus; … - In: Industrial marketing management : the international … 118 (2024), pp. 12-26
Persistent link: https://www.econbiz.de/10014531704
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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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Does it pay off to communicate like your online community? : evaluating the effect of content and linguistic style similarity on B2B brand engagement
Meire, Matthijs; Coussement, Kristof; Caigny, Arno de; … - In: Industrial marketing management : the international … 106 (2022), pp. 292-307
Persistent link: https://www.econbiz.de/10014226517
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How employees engage with B2B brands on social media : word choice and verbal tone
Pitt, Christine S.; Plangger, Kirk A.; Botha, Elsamari; … - In: Industrial marketing management : the international … 81 (2019), pp. 130-137
Persistent link: https://www.econbiz.de/10012107701
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Franchise network relationships and word of mouth communication in social media networks
Sashi, C. M.; Brynildsen, Gina - In: Industrial marketing management : the international … 102 (2022), pp. 153-163
Persistent link: https://www.econbiz.de/10013259047
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The contemporary face of word-of-mouth in B2B contexts : new technologies, practices and challenges
Marder, Ben; Angell, Robert J.; Akarsu, Tugra Nazlil; … - In: Industrial marketing management : the international … 106 (2022), pp. A7-A11
Persistent link: https://www.econbiz.de/10014226198
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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