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The effect of digital marketing transformation trends on consumers' purchase intention in B2B businesses : the moderating role of brand awareness
Nguyen Ngoc Hien; Tran Nguyen Huynh Nhu - In: Cogent business & management 9 (2022) 1, pp. 1-24
Digital marketing transformation is one of the important elements in a business's long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this...
Persistent link: https://www.econbiz.de/10014434104
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A longitudinal study of B2B customer engagement in LinkedIn : the role of brand personality
Mora Cortez, Roberto; Ghosh Dastidar, Ayan - In: Journal of business research : JBR 145 (2022), pp. 92-105
Persistent link: https://www.econbiz.de/10013197884
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Speak to head and heart : the effects of linguistic features on B2B brand engagement on social media
Deng, Qi; Wang, Yun; Rod, Michel; Ji, Shaobo - In: Industrial marketing management : the international … 99 (2021), pp. 1-15
Persistent link: https://www.econbiz.de/10013206382
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Developing a conceptual model for examining social media marketing effects on brand awareness and brand image
Cheung, Man Lai; Pires, Guilherme D.; Rosenberger, Philip J. - In: International journal of economics and business research 17 (2019) 3, pp. 243-261
Persistent link: https://www.econbiz.de/10012021617
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Do salient e-servicescape attributes predict online brand image?
Kim Piew Lai; Chong, Siong Choy; Bin Ismail, Hishamuddin; … - In: International journal of internet marketing and … 9 (2015) 3, pp. 209-232
Persistent link: https://www.econbiz.de/10011497664
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The effect of Electronic Word-Of-Mouth (EWOM) on brand im-age and purchase intention : a conceptual paper
Al Halbusi, Hussam; Shehnaz Tehseen - In: SocioEconomic challenges : SEC 2 (2018) 3, pp. 83-94
Persistent link: https://www.econbiz.de/10012034774
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Online brand community within the integrated marketing communication system : when chocolate becomes seductive like a person
Gabrielli, Veronica; Baghi, Ilaria - In: Journal of marketing communications 22 (2016) 4, pp. 385-402
Persistent link: https://www.econbiz.de/10011612598
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New marketing strategies the facebook
Achmedov, R. S. - In: Economics : the strategy and practice : ESP (2014) 4, pp. 73-80
Persistent link: https://www.econbiz.de/10010492494
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Creating brand equity when using travel-related online social network web sites
Barreda, Albert - In: Journal of vacation marketing : an international journal 20 (2014) 4, pp. 365-379
Persistent link: https://www.econbiz.de/10010421435
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Exciting on Facebook or competent in the newspaper? : media effects on consumers' perceptions of brands in the fashion category
Anselmsson, Johan; Tunca, Burak - In: Journal of marketing communications 25 (2019) 7, pp. 720-737
Persistent link: https://www.econbiz.de/10012203361