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Evaluating promotional activities in an online two-sided market of user-generated content
Albuquerque, Paulo; Pavlidis, Polykarpos; Chatow, Udi; … - In: Marketing science : the marketing journal of the … 31 (2012) 3, pp. 406-432
Persistent link: https://www.econbiz.de/10009562955
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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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Digital content marketing and EWOM : a mediational serial approach
Hasani, Vjollca Visoka; Zeqiri, Jusuf; Todorovik, Teodora; … - In: Business systems research : a system view accross … 14 (2023) 2, pp. 24-43
Background: In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the impact of digital content marketing on customer purchase...
Persistent link: https://www.econbiz.de/10014527165
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Monetization of digital content : drivers of revenue on Q&A platforms
Ye, Hua; Yang, Xueping; Wang, Xinwei; Stratopoulos, … - In: Journal of management information systems : JMIS 38 (2021) 2, pp. 457-483
Persistent link: https://www.econbiz.de/10012624133
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Conceptualising digital content marketing for greater consumer brand engagement
Jacob, Mishel Elizabeth; Johnson, Johney - In: Colombo business journal : international journal of … 12 (2021) 2, pp. 80-102
Persistent link: https://www.econbiz.de/10012807643
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Digital content marketing's role in fostering consumer engagement, trust, and value : framework, fundamental propositions, and implications
Hollebeek, Linda D.; Macky, Keith - In: Journal of interactive marketing : a quarterly … 45 (2019), pp. 27-41
Persistent link: https://www.econbiz.de/10011997974
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Digital content marketing in business markets : activities, consequences, and contingencies along the customer journey
Terho, Harri; Mero, Joel; Siutla, Lotta; Jaakkola, Elina - In: Industrial marketing management : the international … 105 (2022), pp. 294-310
Persistent link: https://www.econbiz.de/10013494024
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Mirroring digital content marketing framework : capturing providers' perspectives through stimuli assessment and behavioural engagement response
Filipovic, Jelena; Arslanagić-Kalajdžić, Maja - In: European journal of marketing 57 (2023) 9, pp. 2173-2198
Persistent link: https://www.econbiz.de/10014448334
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Online content creators' and viewers' interdependent journeys
Hollebeek, Linda D.; Anselmsson, Johan; … - In: Services marketing quarterly 45 (2024) 3, pp. 296-318
Persistent link: https://www.econbiz.de/10015049447
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Need for control may motivate consumers to approach digital products : a social media advertising study
Wu, Linwan; Liu, Jiangmeng - In: Electronic commerce research 21 (2021) 4, pp. 1031-1054
Persistent link: https://www.econbiz.de/10012698543