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Online posting intention : do the social communication and brand equity of esports matter?
Wang, Xi; You, Xinyi; Xu, Yulan; Zheng, Jie - In: International journal of sports marketing & sponsorship 25 (2024) 1, pp. 161-187
Persistent link: https://www.econbiz.de/10014504965
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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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Communication and consumer activities of social networking Sites users : cases from Germany, Poland and Russia
Bartosik-Purgat, Małgorzata; Filipchuk, Oxana; Hinner, … - In: Managing global transitions : international research journal 15 (2017) 4, pp. 341-363
Persistent link: https://www.econbiz.de/10012135702
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Sustainability and social media communication : how consumers respond to marketing efforts of luxury and non-luxury fashion brands
Kong, Hyun Min; Witmaier, Alexander; Ko, Eunju - In: Journal of business research : JBR 131 (2021), pp. 640-651
Persistent link: https://www.econbiz.de/10012545032
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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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The effect of social media communication on brand equity through Facebook : evidence from CGV Cinemas, Vietnam
Tran Trung Vinh; Tran Thi Kim Phuong; Vo Thi Quynh Nga; … - In: International journal of electronic customer … 12 (2019) 2, pp. 143-166
Persistent link: https://www.econbiz.de/10012253359
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Influence of social media content on consumer purchase intention : mediation effect of brand equity
Poturak, Mersid; Softić, Sumeja - In: Eurasian journal of business and economics : EJBE 12 (2019) 23, pp. 17-43
Persistent link: https://www.econbiz.de/10012225580
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The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic
Lee Heng Wei; Ong, Chuan Huat; Thurasamy Ramayah - In: International marketing review 40 (2023) 5, pp. 1213-1244
Persistent link: https://www.econbiz.de/10014470117
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Social media communication with intensified pandemic fears : evaluating the relative impact of user- and firm-generated content on brand loyalty
Lee Heng Wei; Ong, Chuan Huat; Arumugam, Prakash V. - In: Asia-Pacific journal of business administration 15 (2023) 2, pp. 161-187
Persistent link: https://www.econbiz.de/10014313701
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Word of mouth on the web : the impact of web 2.0 on consumer purchase decisions
Riegner, Cate - In: Journal of advertising research 47 (2007) 4, pp. 436-447
Persistent link: https://www.econbiz.de/10003614082