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A taxonomy of social networking site users : social surveillance and self-surveillance perspective

Park, Min Sook; Shin, Jong-Kuk; Ju, Yong - In: Psychology & marketing 32 (2015) 6, pp. 601-610

Persistent link: https://www.econbiz.de/10011288581

Buyer Personas : wie man seine Zielgruppen erkennt und begeistert

Häusel, Hans-Georg; Henzler, Harald - 2018 - 1. Auflage

Für Unternehmen wird es immer wichtiger, ihre Leistungen und ihren Auftritt noch konsequenter auf ihre Zielgruppen auszurichten. Ein wichtiges strategisches Hilfsmittel dafür sind sogenannte "Personas", detaillierte und greifbare Idealbilder von Zielgruppen. Dieses Buch hilft Ihnen und Ihren...

Persistent link: https://www.econbiz.de/10011634506

Conventionalists, connectors, technoisseurs and mobilarti : differential profiles of mobile marketing segments based on phone features and postmodern characteristics of consumers

Goneos-Malka, A.; Strasheim, Arien; Grobler, Anske F. - In: Journal of retailing and consumer services 21 (2014) 6, pp. 905-916

Persistent link: https://www.econbiz.de/10010436999

Who are you and what do you value? : investigating the role of personality traits and customer-perceived value in online customer engagement

Marbach, Julia; Raquel, Cristiana; Nunan, Daniel - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 502-525

Persistent link: https://www.econbiz.de/10011483111

Effect of brand communities on consumer engagement and trust : evidence from mobile phone brands' Facebook pages in Burundi

Niyonkomezi, Jeanine; Mokua, Juniter Kwamboka - 2020

Persistent link: https://www.econbiz.de/10012266494

Beyond the "like" button : the impact of mere virtual presence on brand evaluations and purchase intentions in social media settings

Walker Reczek, Rebecca; Lamberton, Cait Poynor; West, … - In: Journal of marketing 76 (2012) 6, pp. 105-120

Persistent link: https://www.econbiz.de/10009670259

Beyond the 'Like' Button : The Impact of Mere Virtual Presence on Brand Evaluations and Purchase Intentions in Social Media Settings

Reczek, Rebecca Walker - 2012

By 2011, approximately 83% of Fortune 500 companies were using some form of social media to connect with consumers (Hameed 2011). Further, surveys suggest that consumers are increasingly relying on social media to learn about unfamiliar brands. However, best practices regarding the use of social...

Persistent link: https://www.econbiz.de/10013105590

Willingness to purchase refurbished products sold online : a qualitative inquiry of young consumers from an emerging market

Gaur, Jighyasu; Srivastava, Ankur; Gupta, Ritu - In: Young consumers : insight and ideas for responsible … 23 (2022) 4, pp. 627-650

Persistent link: https://www.econbiz.de/10013454862

Exploring social media user segmentation and online brand profiles

Foster, Mary; West, Bettina; Francescucci, Anthony - In: The journal of brand management : an international journal 19 (2011/12) 1, pp. 4-17

Persistent link: https://www.econbiz.de/10009373410

An interdisciplinary method for brand association research

Ranfagni, Silvia; Guercini, Simone; Camiciottoli, … - In: Management decision : MD 52 (2014) 4, pp. 724-736

Persistent link: https://www.econbiz.de/10010386767

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