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Content marketing versus product marketing : an analysis of consumer engagement in online advertising
Granfield, Matt - In: Journal of digital banking 1 (2016/2017) 2, pp. 169-176
Persistent link: https://www.econbiz.de/10011638791
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Factors influencing popularity of branded content in Facebook fan pages
Sabate, Ferran; Berbegal-Mirabent, Jasmina; Cañabate, … - In: European management journal 32 (2014) 6, pp. 1001-1011
Persistent link: https://www.econbiz.de/10010432110
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The effect of e-WOM and content marketing on customers' purchase intention
Kajtazi, Kaltrina; Zeqiri, Jusuf - In: International journal of Islamic marketing and branding 5 (2020) 2, pp. 114-131
Persistent link: https://www.econbiz.de/10012512771
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Impact of content characteristics and emotion on behavioral engagement in social media : literature review and research agenda
Schreiner, Melanie; Fischer, Thomas; Riedl, René - In: Electronic commerce research 21 (2021) 2, pp. 329-345
Persistent link: https://www.econbiz.de/10012588015
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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 impact of the digital revolution in the development of market and communication strategies for the luxury sector (fashion luxury)
Escobar Rios, Andrea - In: Central European business review : CEBR 5 (2016) 2, pp. 17-36
Persistent link: https://www.econbiz.de/10011668055
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From dreaming to believing : a review of consumer engagement behaviours with brands' social media content across the holiday travel process
Creevey, Dean; Kidney, Etain; Mehta, Glenn - In: Journal of travel and tourism marketing 36 (2019) 6, pp. 679-691
Persistent link: https://www.econbiz.de/10012179457
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Is this advertising or not, and do I care? : perceptions of and opinions regarding hybrid forms of content
Stürmer, Lina; Einwiller, Sabine - In: Journal of marketing communications 29 (2023) 2, pp. 161-178
Persistent link: https://www.econbiz.de/10014232476
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Becoming TikTok famous : strategies for global brands to engage consumers in an emerging market
Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; … - In: Journal of international marketing 31 (2023) 1, pp. 106-123
Persistent link: https://www.econbiz.de/10014233467
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Sales Enablement : Tools and Techniques for Modern Sales Organization
Kilian, Dietmar; Mirski, Peter; Lorenz, Britta - 2023
This book helps in building an optimally designed and customer-oriented sales organization. It places a special emphasis on purchasing decisions and leads to producing a decisive competitive advantage. The focus is on the sales enablement process as a holistic framework concept. It forms the...
Persistent link: https://www.econbiz.de/10014250257