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"You post, I travel" : bloggers' credibility, digital engagement, and travelers' behavioral intention : the mediating role of hedonic and utilitarian motivations

Mainolfi, Giada; Lo Presti, Letizia; Marino, Vittoria; … - In: Psychology & marketing 39 (2022) 5, pp. 1022-1034

Persistent link: https://www.econbiz.de/10013186905

The influence of fashion blogger credibility, engagement and homophily on intentions to buy and e-WOM : results of a binational study

Mainolfi, Giada; Vergura, Donata Tania - In: Journal of fashion marketing and management 26 (2022) 3, pp. 473-494

Persistent link: https://www.econbiz.de/10013384536

What's up, mister! : an investigation of the team-fan conversational approach

Lo Presti, Letizia; Maggiore, Giulio; Marino, Vittoria; … - In: Corporate governance and research & development studies … (2024) 2, pp. 57-77

This paper proposes a research model for investigating the effect on fan satisfaction and fan loyalty of the three dimensions of the customer engagement construct on Mobile Instant Messaging Apps when they are used as Engagement Platforms in a conversational marketing approach. To test the...

Persistent link: https://www.econbiz.de/10015077502

Managing online anti-branding consumer behaviours : a multiple case study analysis in the Italian landscape

D'Arco, Mario; Marino, Vittoria - In: Advances in National Brand and Private Label Marketing …, (pp. 85-94). 2018

Persistent link: https://www.econbiz.de/10013277449

Mobile instant messaging apps as an opportunity for a conversational approach to marketing : a segmentation study

Lo Presti, Letizia; Maggiore, Giulio; Marino, Vittoria; … - In: The journal of business & industrial marketing 37 (2022) 7, pp. 1432-1448

Persistent link: https://www.econbiz.de/10013400120