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Value co-creation through social media: a case study of a start-up company
Kim, Junic; Choi, Hwanho - In: Journal of business economics and management 20 (2019) 1, pp. 1-19
This research examines social media users' value-creation processes and the drivers of a start-up company's successful social media strategy. This research primarily aims to understand start-ups' effective utilization of social media and value co-creation processes. Although utilizing social...
Persistent link: https://www.econbiz.de/10012174972
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Brand management in a digital world : an examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens - In: Markenbrand : die Strategiequelle ; Zeitschrift für … (2012) 1, pp. 13-23
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...
Persistent link: https://www.econbiz.de/10010424087
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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23
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...
Persistent link: https://www.econbiz.de/10010420967
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The Effects of Traditional and Social Earned Media on Sales : A Study of a Microlending Marketplace
Stephen, Andrew T. - 2014
(e.g., publicity). The effects of paid media on sales have been extensively covered in the marketing literature. The …
Persistent link: https://www.econbiz.de/10013070732
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An Integrated Marketing Communications Perspective on Social Media Metrics
Barger, Victor A.; Labrecque, Lauren - 2016
, let alone how these measures inform marketing strategy. This article attempts to bring clarity to the situation by … adopting an integrated marketing communications perspective. By screening extant metrics for alignment with social media … social media marketing from an integrated marketing communications perspective is discussed. Finally, limitations of the …
Persistent link: https://www.econbiz.de/10014156792
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The role of Internet in marketing activities aimed at Gen Y consumers, based on selected regions of Poland, Czech Republic and Slovakia
Barska, Anetta; Śnihur, Janusz - In: Economic and environmental studies : a journal for … 15 (2015) 2, pp. 189-209
Dynamic development of the Internet and electronic devices favours also its use in the marketing activity of … article is to evaluate the possibility of using Internet in the marketing activities oriented towards Gen Y consumers. The …
Persistent link: https://www.econbiz.de/10011419316
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Implementation of green marketing concept through social media activities : a systematic literature review
Nabivi, Elnur - In: Journal of marketing and consumer behaviour in emerging … (2020) 2, pp. 55-67
growing, and companies respond by using "green marketing" strategies. Green marketing refers to the development and marketing … mega-trends influencing contemporary consumer behavior were combined: social media and green marketing. Although several … and July 2020, for exploring the ways of implementing green marketing strategies through social networks. After analyzing …
Persistent link: https://www.econbiz.de/10012439493
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Social media marketing and brand loyalty : analyzing the mediating role of brand trust
Srivastava, Praveen Ranjan; Gupta, S. L.; Mishra, Niraj; … - In: Thailand and the world economy 40 (2022) 3, pp. 55-68
. The study has investigated the mediating role of Brand Trust (BT) in the relationship between Social Media Marketing (SMM …
Persistent link: https://www.econbiz.de/10013440397
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Value co-creation in public social media at different stages of the new product development process : a case study of a Polish clothes manufacturer
Piątkowska, Beata - In: Journal of marketing and consumer behaviour in emerging … (2022) 1/14, pp. 40-51
This study contributes to the value co-creation theory in the context of the new product development process. The aim of this study is a comparison of interactions that lead to creation of value on public social media. The considered interactions are at different stages of the new product...
Persistent link: https://www.econbiz.de/10013382454
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Social media advertising trends in tourism
Sârbu, Roxana; Alecu, Felician; Dina, Răzvan - In: Amfiteatru economic : an economic and business research … 20 (2018) 12, pp. 1016-1028
Advertising in our days is moving to the social media since consumers are spending more and more time on such platforms that offer very customized information for each user. Facebook, for example, is trying to bring each person the most meaningful content, which means the advertising is...
Persistent link: https://www.econbiz.de/10014474894