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How consumer-initiated platforms shape family and consumption
Ottlewski, Lydia; Rokka, Joonas; Schouten, John W. - In: Marketing theory 24 (2024) 1, pp. 123-151
Persistent link: https://www.econbiz.de/10014631387
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To be (family) or not to be (family) : the familiness effect over brand authenticity posts on social media and consumer engagement relationship
Bargoni, Augusto; Ballerini, Jacopo; Vrontis, Demetris; … - In: The journal of product & brand management 32 (2023) 5, pp. 713-736
Persistent link: https://www.econbiz.de/10014315439
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Der Einfluss der Werbespotgestaltung auf das Social Media Engagement von Konsumenten : eine Multilevel-Analyse und Lebenszyklus-Betrachtung am Beispiel von YouTube
Lenzen, Sandra - 2019
das Social Media Engagement und kombiniert hierbei Befragungs- mit Verhaltensdaten. Die Autorin zeigt den Lebenszyklus … Inhalt Konzeptionelle und theoretische Grundlagen Studie 1: Geplantes vs. tatsächliches Konsumentenverhalten auf YouTube … Studie 2: Der Lebenszyklus von YouTube Werbespots Zusammenfassung der Ergebnisse, Implikationen und Forschungsausblick Die …
Persistent link: https://www.econbiz.de/10012401777
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Applications of social networking in students' life cycle
Benson, Vladlena; Filippaios, Fragkiskos; Morgan, … - In: Cutting-edge social media approaches to business …, (pp. 73-93). 2010
Persistent link: https://www.econbiz.de/10008810874
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A situated approach to digital exclusion based on life courses
Faure, Laura; Vendramin, Patricia; Schurmans, Dana - In: Internet policy review : journal on internet regulation 9 (2020) 2, pp. 1-18
This article proposes a situational reading of digital exclusion. This is developed using an analytical approach based on life courses. The perspective is to analyse digital exclusion risks around the transitions and ruptures that shape the life courses. The research examines multiple stages...
Persistent link: https://www.econbiz.de/10012223660
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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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Reflections on "word-of-mouth effects on short-term and long-term product judgments"
Fitzgerald, M. Paula - In: Journal of global scholars of marketing science : … 27 (2017) 3, pp. 180-183
Persistent link: https://www.econbiz.de/10011774964
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Decoding Digital Consumer Behavior : Bridging Theory and Practice
Pellegrino, Alfonso - 2024
Evolution of Marketing -- Digital Marketing: Overview and Evolutions -- Consumer Perceptions. How Digital Marketing has … -- Social Comparison, Problems of Digital Consumption and its Implications -- Humanistic and Sustainable Marketing. Marketing 4 … psychological impact of digital platforms. The chapters on humanistic and sustainable marketing, and digital customer experience …
Persistent link: https://www.econbiz.de/10014544836
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What can influence the consumers' online word-of-mouth? : an online gaming perspective
Liao, Shu-hsien; Chung, Yu-chun; Chang, Wen-jung - In: International journal of services technology and management 19 (2013) 4/5/6, pp. 278-293
Persistent link: https://www.econbiz.de/10009791681