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The impact of sellers' social influence on the co-creation of innovation with customers and brand awareness in online communities
Wang, Yichuan; Hsiao, Shih-Hui; Yang, Zhiguo; Hajli, Nick - In: Industrial marketing management : the international … 54 (2016), pp. 56-70
Persistent link: https://www.econbiz.de/10011478717
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Online trust-building mechanisms for existing brands : the moderating role of the e-business platform certification system
Ke, Dan; Chen, Anran; Su, Chenting - In: Electronic commerce research 16 (2016) 2, pp. 189-216
Persistent link: https://www.econbiz.de/10011527509
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Role of community trust in driving brand loyalty in large online B2B communities
Sethi, Amit Rakesh; Dash, Satyabhusan; Mishra, Abhishek; … - In: The journal of business & industrial marketing 39 (2024) 2, pp. 256-272
Persistent link: https://www.econbiz.de/10014473031
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The impact of digital marketing communication on brand awareness and purchase intention : does customer engagement mediate the relationship between brand awareness and purchase int...
Abdullah, Mahdi Mahmoud Haji Haider - In: International journal of Islamic marketing and branding 5 (2020) 4, pp. 288-299
Persistent link: https://www.econbiz.de/10012512829
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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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Servbrand framework : a business-to-business services brand equity framework
Steenkamp, Pieter; Herbst, Frederick Jacobus; De … - In: Journal of business-to-business marketing 27 (2020) 1, pp. 55-69
Persistent link: https://www.econbiz.de/10012196334
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A longitudinal study of B2B customer engagement in LinkedIn : the role of brand personality
Mora Cortez, Roberto; Ghosh Dastidar, Ayan - In: Journal of business research : JBR 145 (2022), pp. 92-105
Persistent link: https://www.econbiz.de/10013197884
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Speak to head and heart : the effects of linguistic features on B2B brand engagement on social media
Deng, Qi; Wang, Yun; Rod, Michel; Ji, Shaobo - In: Industrial marketing management : the international … 99 (2021), pp. 1-15
Persistent link: https://www.econbiz.de/10013206382
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Social media marketing and brand loyalty among online shoppers in Anambra State, Nigeria : mediating effect of brand awareness
Ezenwafor, Ebuka Christian; Ayodele, Adeola A.; … - In: Journal of electronic commerce in organizations : the … 19 (2021) 3, pp. 16-27
Persistent link: https://www.econbiz.de/10012605350
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An exploratory study of business-to-business online customer reviews : external online professional communities and internal vendor scorecards
Steward, Michelle D.; Narus, James A.; Roehm, Michelle L. - In: Journal of the Academy of Marketing Science 46 (2018) 2, pp. 173-189
Persistent link: https://www.econbiz.de/10011844765