The paper briefly highlights the importance of the internet for business operations of modern companies and the possibilities for its inte-gration with traditional marketing activities. The research problem reported in the paper is the identification of presence of internet marketing and its...

Facebook has experienced remarkable development in recent years, and has become the most commonly used online social networking site (SNS). Due to its increasing importance and popularity among users, the platform has attracted attention from many academicians and researchers. The current paper...

Purpose: The aim of this paper is to explore the impact of Facebook and Instagram on consumer buying behaviour in the retail fashion market in Rhodes, Greece. We look at the extent to which the two social media influence Rhodian consumer preferences toward certain stores and at whether Rhodians...

Communication professionals have been facing various challenges and one of them is how to win the audience. Past studies suggest that credibility could be the key. Therefore, credibility can be suggested as one of the key factors driving the traffic of individuals to certain media. By gaining a...

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...

The Internet is the leading medium for information and entertainment among young people. This study analyses whether parental attitude towards the Internet exposure time (IET), and the type of mediation used, is influential. It also analyses which variables influence the form of mediation...

Social media marketing is one of the modern marketing communications technology used by marketers to promote their offerings. During the Coronavirus pandemic, this tool would be beneficial in helping Small and Medium Enterprises to promote and survive their businesses. This research analyze...

Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional...

The seed selection (a.k.a. the influence maximization) problem has attracted a lot of attention because it enables the optimization of viral marketing in online social networks. Existing approaches select the seeds in batch during a single stage that precedes the initiation of the viral spread....