The purpose of this paper is to present and analyze successful viral marketing campaigns of Turkish advertisements in the form of a case study to determine which factors seem to play the most important role in terms of viral marketing message perception in Turkey. As a country in which the...

The purpose of this paper is to identity the consumer-based antecedents of online Consumer Engagement Behavior (online-CEB). CEB refers to non-transactional behavior focusing on brands, products or firms, with a direct or indirect impact on firm performance. In an interconnected world,...

In today's connected world, social media is a sound business strategy that is embedded in an online network. It allows businesses to create customer engagement by helping them develop their brand, enhance their networking capacity, and increase their customer base. Marketers should take...

The purpose of this quantitative-deductive paper is to explore the link amongst customer satisfaction and engagement on social media on repurchase intention in the hospitality industry. The study was conducted on social media because, it is the fastest growing media in history. Data was...

Sales play a very important role in efficient functioning of market economy. Personal communication has a great importance in selling. This is directed towards, that the seller should assist, should help and convince potential customers to buy the product (service). Trading personnel practically...

In the digital economy, influencing and controlling the spread of information is a key concern for firms. One way firms try to achieve this is to target firm communications to consumers who embrace and propagate the spread of new information on emerging and `trending' topics on social media....

This annual report, the eleventh in a series dating back to 2012, provides an in-depth analysis of the current state of social media in the Middle East. As the most comprehensive and up-to-date study of its kind, it is an invaluable resource for anyone interested in the region's digital...

The purpose of this dissertation is to investigate and find out the benefits of online advertising on social networking sites such as Facebook in Bangladesh. The mode of advertising and the perspective of Marketing have been changing to reach quick and easily near to customer door. From 1999 to...

Marketers have paid a huge price for their inability to decipher which trend has come to stay and which one is a fad. Such a challenge has jeopardized the survival of blue-chip brands, as marketers anticipated in vain the end of existing red ocean strategies. Essentially, the traditional...

Social media usage in the world and especially in Pakistan has a high growth due to which it (social media) has a potential of becoming an effective marketing tool. Despite its comparatively low cost and significance, marketers are not effectively utilizing social media. Thus the aim of this...