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Digital content marketing and EWOM : a mediational serial approach
Hasani, Vjollca Visoka; Zeqiri, Jusuf; Todorovik, Teodora; … - In: Business systems research : a system view accross … 14 (2023) 2, pp. 24-43
Background: In this study, the parameters that directly impact purchase intentions were analysed, such as electronic word of mouth, customer engagement, brand awareness, and customer retention. Objectives: This study aimed to explore the impact of digital content marketing on customer purchase...
Persistent link: https://www.econbiz.de/10014527165
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Modeling MGC strategies under extreme negative UGC
Qi, Jiayin; Qu, Qixing; Tan, Yong; Mu, Jifeng - In: Journal of electronic commerce research : JECR 15 (2014) 3, pp. 150-161
Persistent link: https://www.econbiz.de/10010424806
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Unveiling user-generated content : designing websites to best present customer reviews
Liu, Qianqian; Karahanna, Elena; Watson, Richard T. - In: Business horizons 54 (2011) 3, pp. 231-240
Persistent link: https://www.econbiz.de/10009126407
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Evaluating promotional activities in an online two-sided market of user-generated content
Albuquerque, Paulo; Pavlidis, Polykarpos; Chatow, Udi; … - In: Marketing science : the marketing journal of the … 31 (2012) 3, pp. 406-432
Persistent link: https://www.econbiz.de/10009562955
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The cultural influences of narrative content on consumers' perceptions of helpfulness
Fu, Ning - In: International journal of market research 64 (2022) 3, pp. 354-375
Persistent link: https://www.econbiz.de/10013257988
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Identifying customer needs from user-generated content
Timoshenko, Artem; Hauser, John R. - In: Marketing science : the marketing journal of the … 38 (2019) 1, pp. 1-20
Persistent link: https://www.econbiz.de/10011999542
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The importance of electronic word-of-mouth on consumer perception of content marketing
Hirschfelder, Benedikt; Chigada, Joel Mugove - In: International journal of electronic marketing and … 11 (2020) 2, pp. 184-198
Persistent link: https://www.econbiz.de/10012227533
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Catch me if you can : online protests on sites powered by user-generated content
Silva, Leiser; Panahi, Hesam - In: Information & management : the internat. journal of … 54 (2017) 1, pp. 103-114
Persistent link: https://www.econbiz.de/10011650500
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The impact of content sentiment and emotionality on content virality
Heimbach, Irina; Hinz, Oliver - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 695-701
Persistent link: https://www.econbiz.de/10011597036
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Using user- and marketer-generated content for box office revenue prediction : differences between microblogging and third-party platforms
Song, Tingting; Huang, Jinghua; Tan, Yong; Yu, Yifan - In: Information systems research : ISR 30 (2019) 1, pp. 191-203
Persistent link: https://www.econbiz.de/10012038218