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Purpose – The purpose of this paper is to investigate the motivations for participating in international trade shows and perceptions of effectiveness and challenges faced by exhibiting firms. Design/methodology/approach – A multiple‐methodology approach is adopted. Initially, interviews...
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Purpose: The purpose of this study is to clarify business-to-business (B2B) firms’ strategies of social media marketing communication. The study aims to explore the factors contributing to the formation and adoption of integration strategies and identify who the B2B firms target....
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