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Igniting the flame with electronic word-of-mouth in digital marketing

Bu, Yi; Thaichon, Park; Parkinson, Joy - In: Developing digital marketing : relationship perspectives, (pp. 181-190). 2021

Persistent link: https://www.econbiz.de/10012586414

Influencer marketing : homophily, customer value co-creation behaviour and purchase intention

Bu, Yi; Parkinson, Joy; Thaichon, Park - In: Journal of retailing and consumer services 66 (2022), pp. 1-17

Persistent link: https://www.econbiz.de/10013209657

Digital content marketing as a catalyst for e-WOM in food tourism

Bu, Yi; Parkinson, Joy; Thaichon, Park - In: Australasian marketing journal : AMJ ; official journal … 29 (2021) 2, pp. 142-154

Persistent link: https://www.econbiz.de/10012668421

Influencer marketing : sponsorship disclosure and value co-creation behaviour

Bu, Yi; Parkinson, Joy; Thaichon, Park - In: Marketing intelligence & planning 40 (2022) 7, pp. 854-870

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Online relationship marketing : evolution and theoretical insights into online relationship marketing

Thaichon, Park; Liyanaarachchi, Gajendra; Quach, Sara; … - In: Marketing Intelligence & Planning 38 (2019) 6, pp. 676-698

Purpose: The purpose of this paper is to review the past, current and future trends in empirical research and theoretical insights into online relationship marketing. Design/methodology/approach: Review over 100 empirical and theoretical studies in the online relationship marketing from top...

Persistent link: https://www.econbiz.de/10012078344