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New marketing communication in social media business

Mühl-Benninghaus, Wolfgang - In: Handbook of social media management : value chain and …, (pp. 143-160). 2013

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Advertisements on Facebook : identifying the persuasive elements in the development of positive attitudes in consumers

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Opinion leadership vs. para-social relationship : key factors in influencer marketing

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Survey of use of Instagram in higher education marketing

Primary Research Group <New York, NY> - 2019 - 2019-20 edition

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Masstige strategies on social media : the influence on sentiments and attitude toward the brand

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The potential of social media for luxury brand management

Jin, Seung-A Annie - In: Marketing intelligence & planning 30 (2012) 7, pp. 687-699

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Influencer Marketing : Grundlagen, Strategie und Management

Seeger, Christof; Kost, Julia F. - 2019

Das Influencer Marketing hat sich in Deutschland in den vergangenen Jahren immer mehr etabliert und entwickelt sich langsam aus der Experimentierphase zu einem wesentlichen Baustein der Marketing-Strategie von Unternehmen. Dabei kristallisieren sich immer mehr Standards und allgemeingültige...

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Negative word of mouth for a failed innovation from higher/lower equity brands : moderating roles of opinion leadership and consumer testimonials

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Influencer Marketing : Grundlagen, Strategie und Management

Kost, Julia F.; Seeger, Christof - 2020 - 2., überarbeitete und erweiterte Auflage

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Marketing challenges for higher education in the Asia Pacific region

Quintal, Vanessa (contributor) - 2012

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