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Marketing through Instagram influencers : the impact of number of followers and product divergence on brand attitude
Veirman, Marijke de; Cauberghe, Veroline; Hudders, Liselot - In: International journal of advertising : the quarterly … 36 (2017) 5, pp. 798-828
Persistent link: https://www.econbiz.de/10011799729
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Systematic analysis of the current academic research on social media marketing
Klepek, Martin - In: Scientific Annals of Economics and Business 64 (2017), pp. 15-27
Persistent link: https://www.econbiz.de/10011866194
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Blogs usage in purchasing process
Ferencová, Martina; Kakalejčík, Lukáš; Kot, Sebastian - In: Advances in applied economic research : proceedings of …, (pp. 49-57). 2017
Persistent link: https://www.econbiz.de/10011743969
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Why consumers commit coluntarily to collaborative innovation with firms by using social media? : case of Japanese consumers
Idota, Hiroki; Nakaya, Joji; Tsuji, Masatsugu - 2019
It is necessary to grasp and utilize consumer's needs for firms to improve existing products and developing new products. Especially, collaboration with consumers for product innovation is indispensable. On the other hand, social media has been spreading all over the world. Network communities...
Persistent link: https://www.econbiz.de/10012152122
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Corporte conflict management on social media brand fan pages
Dineva, Denitsa Petrova; Breitsohl, Jan Christian; … - In: Journal of marketing management : MM 33 (2017) 9/10, pp. 679-698
Persistent link: https://www.econbiz.de/10011746371
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The impact of digitalization on business models : how IT artefacts, social media, and big data force firms to innovate their business model
Bouwman, Harry; Reuver, Mark de; Shahrokh, Nikou, - 2017
Digital technology has forced entrepreneurs to reconsider their business models (BMs). Although research on entrepreneurial intention and business models is gaining attention, there is still a large knowledge gap on both fields. In this paper, we specifically address the impact of digitalization...
Persistent link: https://www.econbiz.de/10011754458
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The utilization of social media marketing in destination management organizations
Bosio, Birgit; Haselwanter, Stefanie; Ceipek, Michael - In: New business models and institutional entrepreneurs : …, (pp. 249-268). 2018
. Social media acts as an agent of change within the marketing and communication of organizations. In particular, the tourism … destination. Social media marketing transforms the classical marketing and communication of these destination management … marketing tool, as they slowly start to realize the potential benefits of social media as an agent of change. This study …
Persistent link: https://www.econbiz.de/10011941220
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Business performance and social media : love or hate?
Paniagua, Jordi; Sapena, Juan - In: Business horizons 57 (2014) 6, pp. 719-728
Persistent link: https://www.econbiz.de/10010433300
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Companies image evaluation using social media and sentiment analysis
Cotfas, Livu-Adrian; Delcea, Camelia; Păun, Ramona-Mihaela - In: Eurasian business perspectives : proceedings of the …, (pp. 277-286). 2020
While the literature contains many slightly different definitions for the image of a company, they all put great emphasis on its importance. Many of the messages posted on social media networks nowadays contain strong sentiment and emotion indications regarding almost any topic, therefore...
Persistent link: https://www.econbiz.de/10012793743
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The possibilities of using influencer marketing in Croatian tourism
Nujić, Lidija - 2020
Persistent link: https://www.econbiz.de/10012601619