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Content marketing strategy of branded YouTube channels
Wang, Rang; Chan-Olmsted, Sylvia M. - In: Journal of media business studies 17 (2020) 3/4, pp. 294-316
Persistent link: https://www.econbiz.de/10012312168
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The influence of B to B social media message features on brand engagement : a fluency perspective
McShane, Lindsay; Pancer, Ethan; Poole, Maxwell - In: Journal of business-to-business marketing 26 (2019) 1, pp. 1-18
Persistent link: https://www.econbiz.de/10012196257
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The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities
Wang, Yichuan; Hsiao, Shih-Hui; Yang, Zhiguo; Hajli, Nick - In: Industrial marketing management : the international … 54 (2016), pp. 56-70
Persistent link: https://www.econbiz.de/10011478717
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Does it pay off to communicate like your online community? : evaluating the effect of content and linguistic style similarity on B2B brand engagement
Meire, Matthijs; Coussement, Kristof; Caigny, Arno de; … - In: Industrial marketing management : the international … 106 (2022), pp. 292-307
Persistent link: https://www.econbiz.de/10014226517
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Meme marketing on social media : the role of informational cues of brand memes in shaping consumers' brand relationship
Shen, Yung-Cheng; Lee, Crystal T.; Lin, Wen-Ya - In: Journal of research in interactive marketing : … 18 (2024) 4, pp. 588-610
Persistent link: https://www.econbiz.de/10015062823
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Celebrity, Social Media Influencers and Brand Performance : Exploring New Dynamics and Future Trends in Marketing
Tabari, Saloomeh (ed.); Ding, Qing Shan (ed.) - 2024
missing out and its impact on impulsive buying -- Chapter 9. Virtual Influencers, the Future of Marketing and Branding … virtual world, a conceptual perspective on virtual influencers and influencer marketing -- Chapter 8. Virtual world, fear of … and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities …
Persistent link: https://www.econbiz.de/10015053252
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Antecedents of social media B2B use in industrial marketing context : customers' view
Keinänen, Hanna; Kuivalainen, Olli - In: The journal of business & industrial marketing 30 (2015) 6, pp. 711-722
Persistent link: https://www.econbiz.de/10011382382
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Consumers and firms in a global world : AMA Winter Academic Conference 2020 : AMA educators proceedings volume 31 : San Diego, California, USA, 14-16 February 2020
Lukas, Bryan A. (ed.); Ferrell, Odies C. (ed.) - AMA Winter Academic Conference <2020, San Diego, Calif.>; … - 2020
Persistent link: https://www.econbiz.de/10012486210
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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