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Producer push to consumer pull : who curates new media content? : developing strategies for new media environments
Chipp, Kerry Fiona; Chakravorty, Devarpan - In: The journal of product & brand management 25 (2016) 4, pp. 373-386
Persistent link: https://www.econbiz.de/10011607077
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The effect of digital integrated marketing communications on not-for-profit sport consumption behaviors
Whitburn, Damien; Karg, Adam; Turner, Paul - In: Journal of sport management : the official journal of … 34 (2020) 5, pp. 417-434
Persistent link: https://www.econbiz.de/10012293375
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A comparison of lifestyle marketing and brand influencer advertising for Generation Z Instagram users
Hazari, Sunil; Sethna, Beheruz N. - In: Journal of promotion management : innovations in … 29 (2023) 4, pp. 491-534
Persistent link: https://www.econbiz.de/10013550371
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Changing behaviours of Gen Z in the COVID-19 endemic era : do we need to change marketing approach?
Srivastava, R. K.; Bhanot, Sandeep - In: International journal of Indian culture and business … 32 (2024) 3, pp. 376-391
Persistent link: https://www.econbiz.de/10015064709
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Exploring YouTube marketing communication : brand awareness, brand image and purchase intention in the millennial generation
Febriyantoro, Mohamad Trio - In: Cogent business & management 7 (2020) 1, pp. 1-17
Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of...
Persistent link: https://www.econbiz.de/10012621943
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Segmenting emerging markets based on consumer responses towards social network advertising
Tripathi, Shalini N.; Siddiqui, Masood H. - In: International journal of Indian culture and business … 15 (2017) 3, pp. 255-277
Persistent link: https://www.econbiz.de/10011867249
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An investigative study of influencer marketing : nuances, challenges and impact
Ahuja, Yukti; Loura, Indu - In: Journal for global business advancement : JGBA 13 (2020) 5, pp. 561-583
Persistent link: https://www.econbiz.de/10012542173
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The future of online marketing strategies and digital tools : new challenges and contributions to RACE framework
Sestino, Andrea; Prete, Maria Irene; Piper, Luigi; … - In: International journal of electronic trade 1 (2023) 1, pp. 4-27
Persistent link: https://www.econbiz.de/10015060696
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Consumers as "integrators" of marketing communications : when "like" is as good as "buy"
O’Reilly, Kelley; Lancendorfer, Karen M. - In: International journal of e-business research : an … 9 (2013) 4, pp. 1-15
Persistent link: https://www.econbiz.de/10010354433
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Brand presence in digital space
Rowley, Jennifer; Edmundson-Bird, David - In: Journal of electronic commerce in organizations : the … 11 (2013) 1, pp. 63-78
Persistent link: https://www.econbiz.de/10009792126