Narrow search
Showing 1 - 10 of 21
Cover Image
Increasing the ROI of social media marketing
Kumar, V.; Mirchandani, Rohan - In: MIT sloan management review 54 (2012/13) 1, pp. 55-61
Persistent link: https://www.econbiz.de/10009661386
Cover Image
Stop grouping and start regulating : a new approach to social media marketing
Kumar, V.; Krishnamoorthy, Nandini; Shukla, Gayatri - In: Handbook of research on customer equity in marketing, (pp. 399-427). 2015
Persistent link: https://www.econbiz.de/10010483417
Cover Image
Synergistic effects of social media and traditional marketing on brand sales : capturing the time-varying effects
Kumar, V.; Paulich, Brianna JeeWon; Greene, Mallik - In: Journal of the Academy of Marketing Science 45 (2017) 2, pp. 268-288
Persistent link: https://www.econbiz.de/10011658080
Cover Image
Evaluating the impact of social media activities on human brand sales
Saboo, Alok R.; Kumar, V.; Ramani, Girish - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 524-541
Persistent link: https://www.econbiz.de/10011596859
Cover Image
The role of marketer-generated content in customer engagement marketing
Meire, Matthijs; Hewett, Kelly; Ballings, Michel; Kumar, V. - In: Journal of marketing 83 (2019) 6, pp. 21-42
Persistent link: https://www.econbiz.de/10012176245
Cover Image
Understanding social media effects across seller, retailer, and consumer interactions
Rapp, Adam; Beitelspacher, Lauren Skinner; Grewal, Dhruv; … - In: Journal of the Academy of Marketing Science 41 (2013) 5, pp. 547-566
Persistent link: https://www.econbiz.de/10010126682
Cover Image
Social media and Big Data in consumer behaviour
Roggeveen, Anne L. (ed.); Grewal, Dhruv (ed.) - 2016
Persistent link: https://www.econbiz.de/10011524095
Cover Image
The personalization-privacy paradox : implications for new media
Aguirre, Elizabeth; Roggeveen, Anne L.; Grewal, Dhruv; … - In: The journal of consumer marketing 33 (2016) 2, pp. 98-110
Persistent link: https://www.econbiz.de/10011524142
Cover Image
Engaging students with social media
Bal, Anjali S.; Grewal, Dhruv; Mills, Adam; Ottley, Gary - In: Journal of marketing education : JME 37 (2015) 3, pp. 190-203
Persistent link: https://www.econbiz.de/10011410672
Cover Image
Unveiling what is written in the stars : analyzing explicit, implicit, and discourse patterns of sentiment in social media
Ordenes, Francisco Villarroel; Ludwig, Stephan; Ruyter, … - In: Journal of consumer research : JCR ; an … 43 (2017) 6, pp. 875-894
Persistent link: https://www.econbiz.de/10011770780