Purpose The study aims to analyse the “Top 100” articles that were most discussed on social media in 2020. Design/methodology/approach This study is based on the data retrieved from the Altmetric database. The data were tabulated in Microsoft Excel for further analysis. Moreover, articles...

Purpose The purpose of this paper is to advance the theoretical development of the content marketing concept and its integration into high-tech marketing theory, in entrepreneurial contexts and from a business model innovation perspective. Design/methodology/approach The paper provides a...

Purpose This research is based on the premise that current metrics for search engine advertising (SEA) are misleading and do not sufficiently allow managers to evaluate traffic and conversions simultaneously. This study aimed to conceptually develop and assess conversion potential (CvP) as a...

Purpose – The purpose of this article is to review the consumer behavior and social network theory literature related to the online and e-commerce context. Design/methodology/approach – To conduct the review, the authors draw on a sample of 942 articles published from 1993 to 2012 addressing...