Purpose: The purpose of this paper is to assess the effectiveness of event-related sports sponsorship and ambushing activity using social media video advertising that aim to affect spectators’ implicit and explicit brand information processing. Design/methodology/approach: A dual model of...

The internet provides the informative potential for brand companies to display an actual brand report. The present work introduces and examines a systematic brand equity valuation based on an advanced and intelligent data analysis applied to data extracted from the internet. Specifically, the...

Advanced web technologies, especially social media channels, provide branding opportunities for companies to promote their brands for superior customer appeal. The present work shows the result of a real use case regarding the visibility and interaction performance of auto-play vs. click-to-play...

The transformation of societies is the core business of innovative social enterprises. These hybrid organizations require deep customer insights to address the manifold needs of the public and business. The present work shows how marketing research enhanced the marketing intelligence of the...