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Toward state-of-the-art on social marketing research in user-generated content (UGC) and influencers
Romero-Rodriguez, Luis M.; Castillo-Abdul, Bárbara - In: The journal of management development 42 (2023) 6, pp. 425-435
Persistent link: https://www.econbiz.de/10014332115
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The social media marketing book
Zarrella, Dan - 2010 - 1. ed.
Describes various social networking sites, blogs, and forums and offers strategies on effective marketing tactics …
Persistent link: https://www.econbiz.de/10003879411
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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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Strategic assessment of influential determinants of social media engagement among SMEs
Kishor, Jugal - In: International journal of procurement management 15 (2022) 3, pp. 365-388
Persistent link: https://www.econbiz.de/10013257037
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Taxonomy of Facebook messages in business-to-consumer communications : what really works?
Kwok, Linchi; Yu, Bei - In: Tourism and hospitality research : the surrey quarterly … 16 (2016) 4, pp. 311-328
Persistent link: https://www.econbiz.de/10011628837
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A comparison of lifestyle marketing and brand influencer advertising for Generation Z Instagram users
Hazari, Sunil; Sethna, Beheruz N. - In: Journal of promotion management : innovations in … 29 (2023) 4, pp. 491-534
Persistent link: https://www.econbiz.de/10013550371
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The role of paid media, earned media, and sales promotions in driving marcom sales performance in consumer services
Spotts, Harlan E.; Weinberger, Marc G.; Assaf, A. Georges; … - In: Journal of business research : JBR 152 (2022), pp. 387-397
Persistent link: https://www.econbiz.de/10013493993
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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
The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share … campaign in social media. The economics and statistics analysis were used to analyse the costs of social media marketing (SMM … capitalization level. The monographic method is used for a comprehensive and in-depth study of social media marketing, the causal …
Persistent link: https://www.econbiz.de/10014371857
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Meme marketing on social media : the role of informational cues of brand memes in shaping consumers' brand relationship
Shen, Yung-Cheng; Lee, Crystal T.; Lin, Wen-Ya - In: Journal of research in interactive marketing : … 18 (2024) 4, pp. 588-610
Persistent link: https://www.econbiz.de/10015062823
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Celebrity, Social Media Influencers and Brand Performance : Exploring New Dynamics and Future Trends in Marketing
Tabari, Saloomeh (ed.); Ding, Qing Shan (ed.) - 2024
virtual world, a conceptual perspective on virtual influencers and influencer marketing -- Chapter 8. Virtual world, fear of … missing out and its impact on impulsive buying -- Chapter 9. Virtual Influencers, the Future of Marketing and Branding … and trustworthy. This edited book examines this new era of marketing by focusing on the impact of employing celebrities …
Persistent link: https://www.econbiz.de/10015053252