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Social media marketing and brand loyalty: exploring interrelationships through symmetrical and asymmetrical modeling

Author:Faizan Ali, Chokechai Suveatwatanakul, Luana Nanu, Murad Ali and Abraham Terrah
Publisher:Spanish Journal of Marketing - ESIC,
Abstract: Purpose This study aims to examine the interrelationships between social media marketing activiti…

Augmented reality marketing in hospitality and tourism: a guide for researchers and managers

Author:M. Claudia tom Dieck, Dai-In Danny Han and Philipp A. Rauschnabel
Publisher:International Journal of Contemporary Hospitality Management,
Abstract: Purpose The hospitality and tourism industry is strongly influenced by new and immersive technolo…

COVID-19 pandemic: advancing international marketing theory and guiding practice

Author:Michael Christofi, Olga Kvasova and Elias Hadjielias
Publisher:International Marketing Review,
Abstract: Purpose This paper has a dual purpose. The first is to provide a thorough analysis of developmen…

Using PLS-SEM and XAI for causal-predictive services marketing research

Author:Polat Goktas and Taskin Dirsehan
Publisher:Journal of Services Marketing,
Abstract: Purpose This study aims to redefine approaches to metrics in service marketing by examining the u…

(Re)framing used goods: marketing strategies in second-hand retail

Author:Lars Hedegård
Publisher:International Journal of Retail & Distribution Management,
Abstract: Purpose This paper aims to identify marketing strategies incentivizing consumers to purchase used…

Fairness evaluation of marketing algorithms: a framework for equity distribution

Author:Mengxi Yang, Jie Guo, Lei Zhu, Huijie Zhu, Xia Song, Hui Zhang and Tianxiang Xu
Publisher:Journal of Electronic Business & Digital Economics,
Abstract: Purpose Objectively evaluating the fairness of the algorithm, exploring in specific scenarios com…

Mobilization for collective market shaping: interplay of innovation and issue networks

Author:Mari Mehtälä, Tuula Lehtimäki, Hanna Komulainen and Asta Salmi
Publisher:Journal of Business & Industrial Marketing,
Abstract: Purpose The purpose of this paper is to investigate network mobilization for collective market sh…

Handling changes on and changes of the market: market–political ambidexterity in the Swedish market for solar energy

Author:Victoria Kihlström and Susanne Åberg
Publisher:Journal of Business & Industrial Marketing,
Abstract: Purpose Firms regularly have to handle business-related market changes on the market, such as new…

A thematic analysis of factors influencing small and medium enterprise adoption of social media marketing: a TOE framework perspective

Author:Muhammad Arsalan Nazir, Hadia Rizwan and Xiaoxian Zhu
Publisher:Qualitative Market Research: An International Journal,
Abstract: Purpose This paper aims to examine the factors influencing the adoption of social media marketing…

Trends in pharmaceutical marketing and branding research: a bibliometric analysis (2009–2023)

Author:Thamburaj Anthuvan, Kajal Maheshwari and Raghunath Dantu
Publisher:IIM Ranchi Journal of Management Studies,
Abstract: Purpose This study conducts a comprehensive bibliometric analysis of pharmaceutical marketing and…
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