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Deriving Competitive Intelligence from Social Media: Microblog Challenges and Opportunities
Arrigo, Elisa - In: International Journal of Online Marketing (IJOM) 6 (2016) 2, pp. 49-61
Marketing managers in many industries are seeking to provide their companies with new tools to detect market changes … for both marketing strategies and competitive intelligence purposes since the information required to deal with … microblog presence, so far, very few academic research focused on microblog as a marketing intelligence tool. Therefore, the …
Persistent link: https://www.econbiz.de/10012046800
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The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision: A Case of Instagram
Danniswara, Randy; Sandhyaduhita, Puspa; Munajat, Qorib - In: Information Resources Management Journal (IRMJ) 30 (2017) 2, pp. 23-43
This study aims to explore factors that have impact on purchase decision on a social commerce, viz., social media Instagram. Thus, several dimensions namely eWOM referral, celebrity endorsement, information quality, brand satisfaction, brand trust and brand attachment are identified and...
Persistent link: https://www.econbiz.de/10012048843