Optimising digital marketing and social media strategy : from push to pull to performance
Valter Afonso Vieira, Marcos Inácio Severo de Almeida, Colin B. Gabler, Ricardo Limongi, Milena Costa & Miriam Pires da Costa
| Year of publication: |
2022
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|---|---|
| Authors: | Vieira, Valter Afonso ; Almeida, Marcos Inácio Severo de ; Gabler, Colin B. ; Limongi, Ricardo ; Costa, Milena ; Costa, Miriam Pires da |
| Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 38.2022, 7/8, p. 709-739
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| Subject: | Instagram | marketing performance | mobile marketing | push and pull promotion | social media marketing | time-series analysis | Online-Marketing | Internet marketing | Social Web | Social web | Marketingmanagement | Marketing management | Mobile Marketing | Mobile marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/0267257X.2021.1996444 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013206743