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Susceptibility and influence in social media word-of-mouth
Claussen, Jörg; Engelstätter, Benjamin; Ward, Michael R. - 2014
Peer influence through word-of-mouth (WOM) plays an important role in many information systems but identification of causal effects is challenging. We identify causal WOM effects in the empirical setting of game adoption in a social network for gamers by exploiting differences in individuals’...
Persistent link: https://www.econbiz.de/10010467832
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Online cheaters : profiles and motivations of internet users who falsify their data online
Sáez-Ortuño, Laura; Coll, Santiago Forgas; … - In: Journal of innovation & knowledge : JIK 8 (2023) 2, pp. 1-12
The digital environment, which includes the Internet and social networks, is propitious for digital marketing. However, the collection, filtering and analysis of the enormous, constant flow of information on social networks is a major challenge for both academics and practitioners. The aim of...
Persistent link: https://www.econbiz.de/10014388517
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Leveraging a luxury fashion brand through social media
Romão, Maria Teresa; Moro, Sérgio; Rita, Paulo; … - In: European research on management and business economics 25 (2019) 1, pp. 15-22
Facebook, with the number of video views, the positive emoticons, and the number of comments and shares explaining around 40 …
Persistent link: https://www.econbiz.de/10011956812
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Beliefs, attitudes, and behaviour towards marketing communication on social networks : the case of Central and Eastern European country
Tomše, Denis; Dumicic, Ksenija; Snoj, Boris - In: International journal of internet marketing and … 9 (2015) 4, pp. 286-302
Persistent link: https://www.econbiz.de/10011497472
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Digital marketing communication from the perspective of individual consumers : a cross-country comparison
Bartosik-Purgat, Małgorzata - In: Entrepreneurial business and economics review : EBER 7 (2019) 3, pp. 205-220
Objective: The main objective of this article is to identify social media (SM) usage in communication between … researched countries influence the range of using them in marketing communication? Three research techniques were used in the … for marketing communication in foreign markets. The results showed the way of using social media by consumers and that is …
Persistent link: https://www.econbiz.de/10012515788
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Facilitation of Customer Behavior Through Social Media Marketing
Jashi, Charita; Urotadze, Ekaterine - 2021
Sales play a very important role in efficient functioning of market economy. Personal communication has a great …
Persistent link: https://www.econbiz.de/10014087654
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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
word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the … marketing positively impacts electronic word of mouth, brand awareness, customer retention, and customer engagement. In contrast … indicate that digital content marketing affects purchase intentions indirectly, primarily through customer engagement, brand …
Persistent link: https://www.econbiz.de/10014527165
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User-generated content? Get serious! : understanding the interactions between organisations and customers on social media
Moser, Christine; Eijkeren, Anouk van - In: International journal of business environment : IJBE 8 (2016) 3, pp. 284-306
Persistent link: https://www.econbiz.de/10012144802
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The role of demographic factors in consumer perception of value from brand communication on facebook
Klepek, Martin - In: Central European business review : CEBR 9 (2020) 3, pp. 56-73
Persistent link: https://www.econbiz.de/10012295085
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Social commerce : a contingency framework for assessing marketing potential
Yadav, Manjit S.; Valck, Kristine de; Hennig-Thurau, … - In: Journal of interactive marketing : a quarterly … 27 (2013) 4, pp. 311-323
Persistent link: https://www.econbiz.de/10010242268