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Der Wandel von Push- zu Pull-Medien in der Online-Medienarbeit von Luxusmarken: Eine Untersuchung über den Einsatz von Social Media Newsrooms in der Luxusbranche
Maiwald, Anna; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2014) 2/2014, pp. 8-16
Die Autoren analysieren, ob ein Social Media Newsroom eine Alternative zur herkömmlichen Pressemitteilungen via Email in der Luxusbranche ist. Ausgehend vom Intereffikationsmodell wird aufgezeigt, dass Journalismus und PR in einer Wechselbeziehung der gegenseitigen Einflussnahme stehen. Via...
Persistent link: https://www.econbiz.de/10010420965
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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010420967
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A marketing scheme for making money off innocent people: A user's manual
Basu, Kaushik - 2009
Firms often give away free goods with the product that they sell. Firms often give stock options to their top management and other employees. Mixing these two practices-giving stock options to consumers who buy the firm's product-, creates a deadly brew. Large numbers of consumers can be lured...
Persistent link: https://www.econbiz.de/10010292071
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The role of Internet in marketing activities aimed at Gen Y consumers, based on selected regions of Poland, Czech Republic and Slovakia
Barska, Anetta; Śnihur, Janusz - In: Economic and Environmental Studies (E&ES) 15 (2015) 2, pp. 189-209
Dynamic development of the Internet and electronic devices favours also its use in the marketing activity of … article is to evaluate the possibility of using Internet in the marketing activities oriented towards Gen Y consumers. The …
Persistent link: https://www.econbiz.de/10011849397
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Social media: Where customers air their troubles : how to respond to them?
Larsen, Nils Magne; Alemu, Mohammed Hussen; Menon, R. … - In: Journal of Innovation & Knowledge (JIK) 6 (2021) 4, pp. 257-267
Dissatisfied customers often use social media to voice their complaints effectively, and firms strive to find solutions about how to respond to publicly visible service failure posts. We add to the emerging literature on complaint handling via social media by examining how complaining customers...
Persistent link: https://www.econbiz.de/10013266806
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Social media advertising trends in tourism
Sârbu, Roxana; Alecu, Felician; Dina, Răzvan - In: Amfiteatru Economic Journal 20 (2018) Special Issue No. 12, pp. 1016-1028
Advertising in our days is moving to the social media since consumers are spending more and more time on such platforms that offer very customized information for each user. Facebook, for example, is trying to bring each person the most meaningful content, which means the advertising is...
Persistent link: https://www.econbiz.de/10014476258
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Negative word of mouth on social media: A case study of Deutsche Bahn's accountability management
Mirbabaie, Milad; Stieglitz, Stefan; Marx, Julian - In: Schmalenbach Journal of Business Research (SBUR) 75 (2023) 1, pp. 99-117
Our study addresses whether a chief executive officer's (CEO) personality can mitigate financial constraints' negative effect on employee satisfaction. We draw on extant research that establishes this negative effect but add an upper echelon's perspective by examining the potential influence of...
Persistent link: https://www.econbiz.de/10014495366
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The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
Husain, Rehan; Ahmad, Amna; Khan, Bilal Mustafa - In: Cogent Business & Management 9 (2022) 1, pp. 1-19
consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status … media marketing activities and brand equity positively affect the purchase intention of luxury brands, which is more … on social media marketing activity, status consumption, and brand equity, leading to luxury brand consumption. The study …
Persistent link: https://www.econbiz.de/10014505547
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Kopieren, transformieren, kombinieren: Ideenklau und Plagiarismus in der Werbung
Paasche, Jaqueline - 2016
Die Allgemeinfreiheit und rechtliche Schutzunfähigkeit von Ideen - und somit gleichermaßen von Werbeideen - gilt als eiserne Regel unserer Gesellschaft. Die Möglichkeit, bereits bestehende Ideen als Basis freischaffender Kreativität zu nutzen, sie umzuformen, neu zu erfinden und mit eigenen...
Persistent link: https://www.econbiz.de/10011411715
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Eficiencia del plan de marketing como técnica de aprendizaje cooperativo
Vallet-Bellmunt, Teresa; Rivera-Torres, Pilar; … - In: European Research on Management and Business Economics … 22 (2016) 1, pp. 17-24
mismo. Se utilizan los modelos de ecuaciones estructurales sobre una muestra de 319 alumnos en una asignatura de marketing … used on a sample of 319 students in a marketing subject at a Spanish public university. The results obtained show that …
Persistent link: https://www.econbiz.de/10012115900