The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...

Dynamic development of the Internet and electronic devices favours also its use in the marketing activity of enterprises what manifests itself in dynamic development of e-commerce or the use of the Internet for communication. Aim of this article is to evaluate the possibility of using Internet...

Eine hohe Popularität und ein hoher Markenwert sind wichtig für das reguläre Gehalt eines Fußballers sowie für seine Werbe- und Sponsorenverträge. Doch wie kann ein Fußballspieler seine Popularität und seinen Markenwert steigern? Das Ziel dieser Studie ist es zu untersuchen, ob gute...

The proliferation of the Internet and the latest mobile communication technologies have given rise to new forms of communication that made it easier for sellers as well as consumers to communicate and conduct business in real time and in virtual space with manufacturers, retailers or among each...

Marketers distinguish between three types of media: paid (e.g., advertising), owned (e.g., company website), and earned (e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The effects of earned media, however, have received limited...

This research investigates the discontinuous diffusion process associated with User Generated Content (UGC). Specifically, we examine the daily views for a sample of videos posted on YouTube. We assume that the audience for each video is drawn from two segments that represent the initial...

Under the rise of network group-buying, consumers can form groups of strangers through the Internet, under the leadership of an coordinator, to integrate internal opinions and negotiate with vendors. Therefore, the coordinator gradually becomes a business. In this newly developed business, the...

The World Wide Web (“WWW”) is a dominant force in the lives of many. It provides access to a range of services and information from email access to shopping to social media to instant information on search engines like Google. For most persons using the WWW, this is all that there is to the...

To what extent did external events and news versus the candidates' own actions drive the 2016 election outcome? And were candidates misled if they focused on traditional market research versus the newer probabilistic polls? Based on the dynamic political will formation framework, the authors...

The objective of this study was to identify the characteristics of messages in photographs posted on Instagram. We analysed four famous sports brands to determine which type of photographs generate the greatest number of “likes” based on engagement with and admiration for a brand. The...