Search Results - subject:"marketing"

How ephemeral content marketing fosters brand love and customer engagement

Khoi Minh Nguyen; Ngan Thanh Nguyen; Pham, Thao Thi Xuan; … - In: Spanish journal of marketing 30 (2026) 1, pp. 2-30

Persistent link: https://www.econbiz.de/10015638925

Sound in mode on : how sound stimuli influence customer engagement?

Valenzuela-Gálvez, E. Sophía; González-Benito, Óscar; … - In: Electronic commerce research 26 (2026) 1, pp. 783-804

Persistent link: https://www.econbiz.de/10015595714

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

Leveraging livestreaming to enrich influencer marketing

Buckley, Oliver; Ashman, Rachel; Haenlein, Michael - In: California management review 67 (2025) 2, pp. 111-140

Persistent link: https://www.econbiz.de/10015422348

Employing digital twin technology in the pursuit to avert sustainable marketing myopia

Nyquist, Anna-Maria; Farshid, Mana; Brown, Terrence E. - In: Journal of research in marketing and entrepreneurship 27 (2025) 2, pp. 277-293

Persistent link: https://www.econbiz.de/10015595471

Potential of digital marketing and determinants of the 5A marketing strategy : a case in Thailand

Pimolwan Katepan; Rungtip Thaisom; Thamrong Mekhora; … - In: World review of entrepreneurship, management and … 22 (2026) 1, pp. 22-43

Persistent link: https://www.econbiz.de/10015609262

The impact of social media influencers on customers' perceived brand equity in the Bahraini automobile industry

Abdulla, Anas; Saberi, Maria - In: Journal of business and socio-economic development 6 (2026) 1, pp. 36-53

influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector … marketing on brand equity. Practical implications - Advertisers should prioritize authenticity, local credibility, and alignment … Bahrain's automotive industry. Originality/value - This study advances understanding of influencer marketing in a regional …

Persistent link: https://www.econbiz.de/10015592496

The different effects of mass-media marketing and personal sales budgets across the life cycle of B2B high-tech start-ups

Vomberg, Arnd; Frieß, Maximilian; Alavi, Sascha; Maag, … - In: Journal of marketing research 63 (2026) 1, pp. 47-70

Persistent link: https://www.econbiz.de/10015597072

Word of mouth and influencer marketing in Georgian companies

Tavdishvili, Teona; Maglakelidze, Ekaterine - In: International journal of business & management : IJoBM 12 (2025) 2, pp. 59-69

Persistent link: https://www.econbiz.de/10015549417

Metaverse marketing: a business-to-business analysis of brand strategies and Generation Z engagement in the sports industry

Hussain, Saima; Ahmed, Rizwan Raheem; Štreimikienė, Dalia - In: Amfiteatru economic : an economic and business research … 27 (2025) 70, pp. 1091-1108

, Metaverse marketing factors (novelty, interactivity, Influencer), and their impact on brand advocacy and loyalty among …

Persistent link: https://www.econbiz.de/10015461911