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The impact of brand social media marketing on the dynamics of the company's share value
Fayvishenko, Diana; Cherniavska, Liudmyla; Bondarenko, Iryna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 24 (2023) 1, pp. 24-32
value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …
Persistent link: https://www.econbiz.de/10014371857
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Perceived intrusiveness of rich media ads in online advertising : evidences from young Indian travellers
Madhavan, Vinod; George, Simon; Kidiyoor, Gururaj - In: Cogent economics & finance 7 (2019) 1, pp. 1-13
This paper examines the interrelated effects of perceived ad intrusiveness of rich media ads in online advertisements with respect to attitudes towards brands, online advertisement and the publisher’s website on young Indian travellers. Despite the widespread use of the term in marketing...
Persistent link: https://www.econbiz.de/10014232237
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Generation Z's and millennials' perception of masculinity in advertising : a challenge for advertisers
Kreicbergs, Toms; Ščeulovs, Deniss - In: Trends economics and management 17 (2023) 41, pp. 21-39
Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …
Persistent link: https://www.econbiz.de/10014318225
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Differences between Instagram and Facebook sponsored posts for small hospitality businesses
Tanković, Ana Čuić; Prodan, Marina Perišić; … - In: Proceedings of the ENTRENOVA - ENTerprise REsearch … 8 (2022) 1, pp. 287-298
communication between buyers and sellers. Advertising on social networks is relatively low, which is attractive to businesses …
Persistent link: https://www.econbiz.de/10014308323
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Digital Video as a Promotional Media and Brand Equity of a Product that Has an Influence on Consumer Buying Interest (A Research of Social Media Active Users)
Hapsari, Ayuningtyas - 2017
Objective – The research aims to test influence of promotion in social media and effect of brand equity on Consumer Buying Interest. Methodology/Technique – This research uses descriptive verification method that examines many as 115 respondents with 15-40 years of age category, because it...
Persistent link: https://www.econbiz.de/10014120122
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The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands
Husain, Rehan; Ahmad, Amna; Khan, Bilal Mustafa - In: Cogent business & management 9 (2022) 1, pp. 1-19
The ever-increasing prominence of social media platforms demonstrates the level of engagement of Indian luxury consumers. This study aims to determine the influence of social media marketing activities, brand equity, trust, and status consumption on luxury brand purchase intentions in the Indian...
Persistent link: https://www.econbiz.de/10014420490
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The effects of online credible review on brand trust dimensions and willingness to buy : evidence from Vietnam consumers
Van Dat Tran; Minh Dung Nguyen; Lan Anh Lương - In: Cogent business & management 9 (2022) 1, pp. 1-14
This study investigated the relationship between source, receiver, review quality, review sidedness, review consistency, online credible review, reliability, intentionality, and willingness to buy the electric consumers in Vietnam. This study performed structural equation modeling (SEM). A total...
Persistent link: https://www.econbiz.de/10014420521
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Antecedents of word-of-mouth communication and purchase intention on Facebook
Anastasiei, Bogdan; Chiosa, Ana Raluca - In: Journal of marketing and consumer behaviour in emerging … (2018) 2, pp. 33-45
worth spreading. This way, most of the fans will provide free word-of-mouth advertising, becoming true brand ambassadors …
Persistent link: https://www.econbiz.de/10012119676
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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
This research aims to understand how the interactions across several social networks influence the visibility of a luxury brand's most relevant social network which acts as a showcase (Instagram). A data mining approach is proposed for modeling the number of likes on Instagram using 365 posts...
Persistent link: https://www.econbiz.de/10011956812
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Online surveys vs. online observations : a comparative analysis of online research methods and their impact on brand management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2014) 2, pp. 49-56
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010380722