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Intellectual structure and emancipation of word of mouth research : a bibliometric analysis of a multidisciplinary research field
Reckmann, Tobias - 2017
Word of mouth (WOM) information have become an integral part of consumer decision-making and have revitalized investigations of a social phenomenon to serve marketing objectives. This study addresses the fast-growing yet diverse WOM literature with its heterogeneous background. An objectified...
Persistent link: https://www.econbiz.de/10011867254
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Role of airline promotion activities in destination branding : case of Dubai vis-à-vis Emirates Airline
Al Saed, Rashad; Upadhya, Amitabh; Abu Saleh, Mohammad - In: European research on management and business economics 26 (2020) 3, pp. 121-126
Dubai, the globally known Emirate of the United Arab Emirates, has achieved an image of its own as a sun, sand and sea destination with the added X-factor of safety and shopping to enhance visitors' positive perceptions. Equally well perceived by consumers and envied by competitors, its national...
Persistent link: https://www.econbiz.de/10012308016
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Marketing Activity, Blogging and Sales
Onishi, Hiroshi; Manchanda, Puneet - 2011
The recent growth of consumer-generated media (CGM), also known as “new” media, has changed the nature of interaction between consumers and firms from unidirectional to bidirectional. However, CGM are almost always present alongside traditional media such as TV advertising. This research...
Persistent link: https://www.econbiz.de/10014202906
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Textual Analysis as a Method of Identifying Museum Attributes Perceived by Tourists : An Exploratory Analysis of Thyssen-Bornemisza National Museum in Spain
Alicia, Orea Giner - 2020
Objective: The identification of museum attributes is essential when analyzing the different factors that attract visitors and studying it in order to improve efficiency in museums, as this could affect the use of funds for developing a marketing campaign to attract visitors. This paper offers a...
Persistent link: https://www.econbiz.de/10012828091
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Agile Commerce in the Light of Text Mining
Baj-Rogowska, Anna - 2017
commerce” and do not understand its meaning. At the same time, they are active participants of this strategy. Using digital …
Persistent link: https://www.econbiz.de/10012951408
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Text Classification for Marketing Research Using Pre-Trained General Language Models
Dornekott, David - 2021
Marketing research increasingly involves the use of unstructured text data, such as user-generated content collected from social media platforms. A common task in rendering these data useful for analysis is classification of the text units, for example by topic or their expressed sentiment...
Persistent link: https://www.econbiz.de/10014087142
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Text Mining Algorithms for Extracting Brand Knowledge : The Fashion Industry Case
Rizun, Nina; Kucharska, Wioleta - 2019
Brand knowledge is determined by customer knowledge. The opportunity to develop brands based on customer knowledge management has never been greater. Social media as a set of leading communication platforms enable peer to peer interplays between customers and brands. A large stream of such...
Persistent link: https://www.econbiz.de/10014115162
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Optimal Influence Strategies in Social Networks
Bilanakos, Christos - 2015
This article suggests a modeling framework to investigate the optimal strategy followed by a monopolistic firm to … are uniform, we analytically and numerically show that the firm's optimal influence strategy always involves targeting the …
Persistent link: https://www.econbiz.de/10013022636
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Brand positioning strategy in the competitive aspect
Kraujalienė, Lidija; Kromalcas, Saulius - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 23 (2022) 2, pp. 467-475
the positioning strategy in terms of competitiveness and visitors of Kaunas District Public Library (KDPL). Research … increased by about 16 percent. SWOT analysis has shown the absence of a brand positioning strategy. Qualitative study of the … potential to grow up in Kaunas city. The originality of the paper covers individualized research on a brand positioning strategy …
Persistent link: https://www.econbiz.de/10014247201
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The development and change in city branding : a content analysis of the literature
Oguztimur, Senay; Akturan, Ulun - 2014
The purpose of this study is to systematically review the city branding literature to provide an explicated and organized view and highlight further research opportunities. In that sense, the articles published on "city branding" and "city marketing" between 1988 and 2014 were explored via...
Persistent link: https://www.econbiz.de/10011492998