Search Results - subject:"Social media marketing"

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

Unveiling barriers and drivers of AI adoption for digital marketing in Malaysian SMEs

Mohammed Enshassi; Nathan, Robert Jeyakumar; Soekmawati; … - In: Journal of open innovation : technology, market, and … 11 (2025) 2, pp. 1-14

Artificial Intelligence (AI) offers significant benefits for organizations by resolving various issues, but its adoption is not always smooth, particularly for small and medium enterprises (SMEs) with limited budgets. While the drivers and barriers to AI adoption have been extensively studied,...

Persistent link: https://www.econbiz.de/10015412043

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

Influencer marketing : how to be successful in the age of chronically online consumers

Drenten, Jenna - In: NIM marketing intelligence review : NIM MIR 17 (2025) 1, pp. 10-17

Influencers have been navigating the front lines of chronically online consumer culture. They've mastered the art of engaging with hyper-specific audiences, responding to fleeting trends with agility and maintaining relevance in a constantly shifting landscape. The influencer marketing strategy...

Persistent link: https://www.econbiz.de/10015417031

Enhancing students' understanding of social media marketing and the use of advertising and public relations terminology within IMC : a participatory action research project

Laurie, Sally; Mortimer, Kathleen; Holtz, Matthew; … - In: Journal of marketing education : JME 46 (2024) 1, pp. 45-56

Persistent link: https://www.econbiz.de/10014580278

The effect of social media marketing on brand loyalty in the hospitality industry in Zimbabwe : the moderating role of age

Manyanga, Wilbert; Kanyepe, James; Chikazhe, Lovemore; … - In: Cogent business & management 11 (2024) 1, pp. 1-18

social media marketing is attributed to the increase in social networking users, internet users, mobile phone users and … digital content consumption. Therefore, the aim of this study was to establish the effect of social media marketing on brand … structured questionnaire with Likert-type questions. The findings show that social media marketing positively influences brand …

Persistent link: https://www.econbiz.de/10014533211

Peculiarities of online user's content search in the context of inbound marketing

Davidavičius, Sigitas - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 25 (2024) 2, pp. 502-508

, search engine marketing, and social media marketing. Based on the theoretical research, the scientific hypothesis is …

Persistent link: https://www.econbiz.de/10015188231

Advancing SME performance : a novel application of the technological-organizational-environment framework in social media marketing adoption

Fu, Chung-Jen; Silalahi, Andri Dayarana K.; Yang, Lee-Wen; … - In: Cogent business & management 11 (2024) 1, pp. 1-25

examines the influence of these factors on the adoption of social media marketing strategies to improve SMEs performance … hesitancy among SMEs to adopt social media marketing strategies, primarily due to technological apprehensions concerning …. Importantly, the results confirm a substantial positive relationship between the strategic incorporation of social media marketing …

Persistent link: https://www.econbiz.de/10015427189

Evaluating the impact and perception of influencer marketing among Romanian consumers : insights from quantitative research

Szakal, Anita Cornelia; Brătucu, Gabriel; Ciobanu, Eliza; … - In: Administrative Sciences : open access journal 14 (2024) 11, pp. 1-23

Currently, one of the most widely used marketing techniques is influencer marketing, but is its true impact on Romanians truly understood? This article aims to establish the perception of influencer marketing activities by Romanian consumers. A quantitative study was conducted, gathering 618...

Persistent link: https://www.econbiz.de/10015178395

Investigating the impact of social media marketing efforts on brand loyalty in South Africa : the moderating role of gender

Ligaraba, Neo - In: African journal of business & economic research : AJBER 19 (2024) 1, pp. 287-308

Persistent link: https://www.econbiz.de/10015044963