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A comparison of social media marketing between B2B, B2C and mixed business models

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This paper explores the implicit assumption in the growing body of literature that social media usage is  fundamentally different in business-to-business (B2B) companies than in the extant business-to-consumer (B2C) terature. Sashi's (2012) customer engagement cycle is utilized to compare organizational...

Digital, Social Media, and Mobile Marketing in industrial buying: Still in need of customer segmentation? Empirical evidence from Poland and Germany

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This study investigates the necessity of customer segmentation in industrial buying regarding Digital, Social Media, and Mobile Marketing (DSMM) from the perspective of a German sensor supplier. First, we conduct a systematic literature review, extracting 37 articles in which our...

Influence of integration on interactivity in social media luxury brand communities

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Luxury brand marketers have recently turned their attention to customer-driven social media communities devoted to their brands. The key concepts of integration and interactivity provide the theoretical foundation to investigate social media luxury brand communities (LBCs). Data were collected from...

N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations

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تومان
Despite the increasing and ubiquitous use of social media for business activities, scholar research on social  media marketing strategy is scant and companies deploy their social media marketing strategies guided by intuition or trial and error. This study proposes a...

Social Media in Disaster Risk Reduction and Crisis Management

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This paper reviews the actual and potential use of social media in emergency, disaster and crisis situations. This is a field that has generated intense interest. It is characterised by a burgeoning but small and very recent literature. In the...

Social Media in Relationship Marketing: The Perspective of Professional Sport Managers in the MLB, NBA, NFL, and NHL

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This study aims to obtain an in-depth understanding of the use, opportunities, and challenges related to social media (SM) in achieving relationship marketing (RM) goals in professional sport. Semistructured interviews were conducted with 26 managers of professional sport teams from...

Social media? Get serious! Understanding the functional building blocks of social media

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تومان
Traditionally, consumers used the Internet to simply expend content: they read it, they watched it, and they used it to buy products and services. Increasingly ,however, consumers are utilizing platforms–—such as  content sharing sites, blogs, social networking, and wikis–—to create,...

Strategic Marketing Communication in Pilgrimage Tourism

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The paper discusses the pilgrimage tourism as one of the oldest forms of tourism. Although it is often  considered as marginal, the pilgrimage tourism is indeed one of the most widespread forms of tourism. Due to the historical context all...
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