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Exploring YouTube marketing communication : brand awareness, brand image and purchase intention in the millennial generation
Febriyantoro, Mohamad Trio - In: Cogent business & management 7 (2020) 1, pp. 1-17
Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of...
Persistent link: https://www.econbiz.de/10012621943
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Reflections on "word-of-mouth effects on short-term and long-term product judgments"
Fitzgerald, M. Paula - In: Journal of global scholars of marketing science : … 27 (2017) 3, pp. 180-183
Persistent link: https://www.econbiz.de/10011774964
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Decoding Digital Consumer Behavior : Bridging Theory and Practice
Pellegrino, Alfonso - 2024
Evolution of Marketing -- Digital Marketing: Overview and Evolutions -- Consumer Perceptions. How Digital Marketing has … -- Social Comparison, Problems of Digital Consumption and its Implications -- Humanistic and Sustainable Marketing. Marketing 4 … psychological impact of digital platforms. The chapters on humanistic and sustainable marketing, and digital customer experience …
Persistent link: https://www.econbiz.de/10014544836
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The connected customer : the changing nature of consumer and business markets
Wuyts, Stefan (contributor) - 2010
Persistent link: https://www.econbiz.de/10003885655
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Opportunities and challenges in studying customer networks
Van Den Bulte, Christophe - In: The connected customer : the changing nature of …, (pp. 7-35). 2010
Persistent link: https://www.econbiz.de/10003951882
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Understanding the relational ecosystem in a connected world
Henderson, Conor M.; Palmatier, Robert W. - In: The connected customer : the changing nature of …, (pp. 37-75). 2010
Persistent link: https://www.econbiz.de/10003951885
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Connectivity, control, and constraint in business markets
Wuyts, Stefan - In: The connected customer : the changing nature of …, (pp. 77-103). 2010
Persistent link: https://www.econbiz.de/10003951886
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Is Mr. Spock a good candidate for being a connected customer? : the role of emotion in decision making
Shiv, Baba - In: The connected customer : the changing nature of …, (pp. 141-161). 2010
Persistent link: https://www.econbiz.de/10003951889
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God and mammon : the influence of religiosity on brand connections
Rindfleisch, Aric; Wong, Nancy; Burroughs, James E. - In: The connected customer : the changing nature of …, (pp. 163-201). 2010
Persistent link: https://www.econbiz.de/10003951890
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The shadow of other people : socialization and social comparison in marketing
Burt, Ronald S. - In: The connected customer : the changing nature of …, (pp. 217-256). 2010
Persistent link: https://www.econbiz.de/10003951893