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The role of e-WOM in international communication

Ruiz de Maya, Salvador; Sicilia, María; López, Inés; … - In: Handbook of research on international advertising, (pp. 325-350). 2012

Persistent link: https://www.econbiz.de/10009513912

WOM marketing in social media

López, Manuela; Sicilia, María; Hidalgo-Alcázar, Carmen - In: Advertising in new formats and media : current research …, (pp. 149-168). 2016

Persistent link: https://www.econbiz.de/10011473406

Brand pages as a communication tool : a state of the art and a research agenda

Sicilia, María; López, Manuela; Palazón, Mariola - In: Advertising in new formats and media : current research …, (pp. 169-188). 2016

Persistent link: https://www.econbiz.de/10011473417

The customer journey : a proposal of indicators to evaluate integration and customer orientation

Palazón, Mariola; López, Manuela; Sicilia, María; … - In: Journal of marketing communications 28 (2022) 5, pp. 528-559

Persistent link: https://www.econbiz.de/10013371046

The impact of e-WOM : determinants of influence

López, Manuela; Sicilia, Maria - In: Breaking new ground in theory and practice, (pp. 217-232). 2011

Persistent link: https://www.econbiz.de/10009380727

The influence of “Facebook friends” on the intention to join brand pages

Palazon, Mariola; Sicilla, María; López, Manuela - In: The journal of product & brand management 24 (2015) 6, pp. 580-595

Persistent link: https://www.econbiz.de/10011481829

How to motivate opinion leaders to spread e-WoM on social media : monetary vs non-monetary incentives

López, Manuela; Sicilia, Maria; Verlegh, Peeter - In: Journal of research in interactive marketing : … 16 (2022) 1, pp. 154-171

Persistent link: https://www.econbiz.de/10012880175

Influencers' promoted posts and stories on instagram : do they matter?

López-Barceló, Ainhoa; López, Manuela - In: Journal of innovations in digital marketing 3 (2022) 1, pp. 14-28

Persistent link: https://www.econbiz.de/10014383281

Make me happy, make it credible : the effect of CSR message framing on online brand engagement

Cordero-Gutiérrez, Rebeca; Aljarah, Ahmad; López, Manuela - In: Management decision 62 (2024) 2, pp. 532-548

Persistent link: https://www.econbiz.de/10014637160

How e-wom contributes to new product adoption. Testing competitive communication strategies

Sicilia, María; López, Manuela - Cátedra Fundación Ramón Areces de Distribución … - 2011

Communication strategy is a critical element of new product adoption. The decision to adopt a new product is determined by the success of a sequence of two stages: product awareness and product adoption. Previous studies have shown advertising is the tool that best works at the first stage of...

Persistent link: https://www.econbiz.de/10010906005