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Social Commerce : Consumer Behaviour in Online Environments
Boardman, Rosy (ed.); Blazquez, Marta (ed.);  … - 2019
towards Brands’ Facebook Pages across Different Age Groups; Rosy Boardman -- 8. Unravelling a Mystery: Selling an …; Noreen Siddiqui, Mike Mannion and Ruth Marciniak -- 13. Effects of Beauty Vloggers’ eWOM and Sponsored Advertising on Weibo …
Persistent link: https://www.econbiz.de/10012396166
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Der Einfluss der Werbespotgestaltung auf das Social Media Engagement von Konsumenten : eine Multilevel-Analyse und Lebenszyklus-Betrachtung am Beispiel von YouTube
Lenzen, Sandra - 2019
Sandra Lenzen untersucht den Einfluss der Kreativität eines Werbespots auf die psychologische Werbewirkung sowie auf … Inhalt Konzeptionelle und theoretische Grundlagen Studie 1: Geplantes vs. tatsächliches Konsumentenverhalten auf YouTube …Konzeptionelle und theoretische Grundlagen -- Studie 1: Geplantes vs. tatsächliches Konsumentenverhalten auf YouTube …
Persistent link: https://www.econbiz.de/10012401777
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Mobile Marketing Channel : Online Consumer Behavior
Shareef, Mahmud Akhter - 2016
Chapter 1 Online Consumer Behavior and Marketing Channel -- 2 Mobile Marketing Channel.3 Scope of Short Messaging Service (SMS) as a Marketing Channel -- 4 Effective Mobile Channel -- 5 Design of the Mobile Channel Structure -- 6 Target Marketing and Development of the Communication Channel -- 7...
Persistent link: https://www.econbiz.de/10014019777
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Managing Negative Word-of-Mouth on Social Media Platforms : The Effect of Hotel Management Responses on Observers’ Purchase Intention
Nee, Ines - 2016
Ines Nee makes important key contributions to service recovery research by analyzing the effect of management response content towards negative online customer reviews on the observer’s purchase intention. This study is the first to provide a conceptual basis of observers’ behavioral...
Persistent link: https://www.econbiz.de/10012397865
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User-Generated Content and its Impact on Branding : How Users and Communities Create and Manage Brands in Social Media
Dennhardt, Severin - 2014
The emergence of social media as one of the driving forces of consumers’ online experiences today also challenges our current understanding on marketing and brand management. The effects of brands’ social media involvement are to this day uncertain. Severin Dennhardt shows that social media...
Persistent link: https://www.econbiz.de/10014016983
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Social - Local - Mobile : The Future of Location-based Services
Heinemann, Gerrit - 2015
In the future, shopping will be greatly influenced by a combination of localization issues, mobile internet at the point of sale, and use of social networks. This book focuses on the ‘SoLoMo synergies’ that arise from this paradigm shift in future shopping, which also promises new and...
Persistent link: https://www.econbiz.de/10012401954
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Informationssuche und Online Word-of-Mouth : Eine empirische Analyse anhand von Diskussionsforen
Reichelt, Jonas - 2013
mit Schwerpunkt Marketing, speziell Konsumentenverhalten · Praktiker in Marketing und Marktforschung bei Anbietern von …
Persistent link: https://www.econbiz.de/10014016448
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Influencer Marketing : Für Unternehmen und Influencer: Strategien, Plattformen, Instrumente, rechtlicher Rahmen. Mit vielen Beispielen
Jahnke, Marlis (ed.) - 2018
Wie sieht das Marketing im Influencer Zeitalter aus? -- Markenstrategischer Fit im Influencer Marketing: Die Marke im Spannungsfeld zwischen Kontinuität und Freiheit -- Influencer Marketing ist nicht nur Instagram -- Influencer in der B2B-Kommunikation -- Wie Unternehmen aus Micro-Influencern...
Persistent link: https://www.econbiz.de/10014018667
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Social Media Marketing : Game Theory and the Emergence of Collaboration
Anderson, Eric - 2010
Does social media marketing signal the death of advertising, or its rebirth? Or is it merely the trend of the moment …
Persistent link: https://www.econbiz.de/10013522812
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How to Create the Next Facebook : Seeing Your Startup Through, from Idea to IPO
Taulli, Tom - 2012
In just under a decade, Facebook has gone from a Harvard prodigy's dorm-room experiment to an essential part of the … been given to the company in the years since founder Mark Zuckerberg first took Facebook live on Harvard's server, one … question remains unanswered: From a business standpoint, how, exactly, did Facebook do it? How did a college student with no …
Persistent link: https://www.econbiz.de/10014016336