Search Results - subject:"Marketing"

Advertising in business markets : the obscured bottom-line effect and need for appropriate analytics

Guenther, Peter; Guenther, Miriam; Rahman, Mahabubur; … - In: Industrial marketing management : the international … 126 (2025), pp. 185-196

Persistent link: https://www.econbiz.de/10015395428

Battle of influence : analysing the impact of brand-directed and influencer-directed social media marketing on customer engagement and purchase behaviour

Kumar, Ashish; Rayne, Daniel; Salo, Jari; Yiu, Ching Sophia - In: Australasian marketing journal : AMJ ; official journal … 33 (2025) 1, pp. 87-95

Persistent link: https://www.econbiz.de/10015327218

Guerrilla advertising cases study in public transport

Jarašūnienė, Aldona; Išoraitė, Margarita - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 25 (2024) 2, pp. 625-634

Guerrilla marketing in public transport is distinguished by the fact that it usually avoids traditional advertising … analysis of scientific literature, presents the Guerrilla marketing concept, type and tools, advantages and disadvantages …. Traditional and Guerrilla marketing, research methodology comprising case study and quantitative research method, based on the …

Persistent link: https://www.econbiz.de/10015188399

Unfaithful brands : how brand attachment can lead to negative responses to influencer marketing campaigns

Bentley, Kara; Rajagopal, Priyali; Kulow, Katina - In: Journal of consumer psychology : JCP ; the official … 35 (2025) 2, pp. 169-184

Persistent link: https://www.econbiz.de/10015358369

Influencer marketing unlocked : understanding the value chains driving the creator economy

Libai, Barak; Rosario, Ana Babić; Beichert, Maximilian; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 4-28

Persistent link: https://www.econbiz.de/10015192976

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

Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - In: Spanish journal of marketing 29 (2025) 1, pp. 114-135

Persistent link: https://www.econbiz.de/10015190421

Predictors of social media influencer marketing effectiveness : a comprehensive literature review and meta-analysis

Spörl-Wang, Katja; Krause, Franziska; Henkel, Sven - In: Journal of business research : JBR 186 (2025), pp. 1-15

Persistent link: https://www.econbiz.de/10015154429

How B2B social media content strategies generate engagement across different social media platforms

Bourguignon, Benoit; Terho, Harri; Hajjem, Ahlem - In: Industrial marketing management : the international … 125 (2025), pp. 413-430

Persistent link: https://www.econbiz.de/10015331938

Influencer marketing effectiveness : a meta-analytic review

Pan, Meizhi; Blut, Markus; Ghiassaleh, Arezou; Lee, … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 52-78

Persistent link: https://www.econbiz.de/10015192980

Illuminating the pathway from social media marketing stimuli to skincare brand choice through product effectiveness

Elfi, Elfi; Sihombing, Sabrina O.; Antonio, Ferdi - In: Asia marketing journal 27 (2025) 1, pp. 18-38

Persistent link: https://www.econbiz.de/10015399225