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Digital engagement on social media : how food image content influences social media and influencer marketing outcomes

Abell, Annika; Biswas, Dipayan - In: Journal of interactive marketing 58 (2023) 1, pp. 1-15

Persistent link: https://www.econbiz.de/10014228861

Social media and customer-based brand equity : an empirical investigation in retail industry

Colicev, Anatoli; Malshe, Ashwin; Pauwels, Koen - In: Administrative Sciences : open access journal 8 (2018) 3/55, pp. 1-16

As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and...

Persistent link: https://www.econbiz.de/10012125215

Improving consumer mindset metrics and shareholder value through social media : the different roles of owned and earned media

Colicev, Anatoli; Malshe, Ashwin; Pauwels, Koen; … - In: Journal of marketing 82 (2018) 1, pp. 37-56

Persistent link: https://www.econbiz.de/10011804088

Battle of the brand fans : impact of brand attack and defense on social media

Ilhan, Behice Ece; Kübler, Raoul; Pauwels, Koen - In: Journal of interactive marketing : a quarterly … 43 (2018), pp. 33-51

Persistent link: https://www.econbiz.de/10011920058

Do you want to be my "friend"? : monetary value of word-of-mouth marketing in online communities

Trusov, Michael; Bucklin, Randolph E.; Pauwels, Koen - In: GfK marketing intelligence review : Marketingforschung … 2 (2010) 1, pp. 26-33

Persistent link: https://www.econbiz.de/10003982238

Social media metrics : a framework and guidelines for managing social media

Peters, Kay; Chen, Yubo; Kaplan, Andreas M.; Ognibeni, … - In: Journal of interactive marketing : a quarterly … 27 (2013) 4, pp. 281-298

Persistent link: https://www.econbiz.de/10010242273

How Social Media Drove the 2016 US Presidential Election : A Longitudinal Topic and Platform Analysis

Kübler, Raoul - 2020

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...

Persistent link: https://www.econbiz.de/10012827141

Social media's impact on the consumer mindset : when to use which sentiment extraction tool?

Kübler, Raoul; Colicev, Anatoli; Pauwels, Koen - In: Journal of interactive marketing : a quarterly … 50 (2020), pp. 136-155

Persistent link: https://www.econbiz.de/10012289426

Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance

Pauwels, Koen; Aksehirli, Zeynep; Lackman, Andrew - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 639-655

Persistent link: https://www.econbiz.de/10011597014

Multiple time series analysis for organizational research

Colicev, Anatoli; Pauwels, Koen - In: Long range planning : LRP ; international journal of … 55 (2022) 2, pp. 1-14

Persistent link: https://www.econbiz.de/10013198240