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The role of cool versus warm colors in B2B versus B2C firm-generated content for boosting positive eWOM
Kwon, Jumbum; Chan, Ka Wing; Gu, William; Septianto, Felix - In: Industrial marketing management : the international … 104 (2022), pp. 212-225
Persistent link: https://www.econbiz.de/10013326938
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B2B eWOM on Alibaba : signaling through online reviews in platform-based social exchange
Tóth, Zsófia; Mrad, Mona; Itani, Omar S.; Luo, Jun; … - In: Industrial marketing management : the international … 104 (2022), pp. 226-240
Persistent link: https://www.econbiz.de/10013326941
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Observational learning : influence of regulatory focus, knowledge, and summarized observable recommendations on consumer decision outcomes in an online environment
Patil, Ashutosh; Malhotra, Naresh K.; Maity, Moutusy - In: International journal of consumer studies 46 (2022) 4, pp. 1428-1450
Persistent link: https://www.econbiz.de/10013329339
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Africa's digital marketplace : the role of social media in customer engagement
Adeola, Ogechi; Edeh, Jude Ndubuisi; Evans, Olaniyi; … - In: Digital Business in Africa : Social Media and Related …, (pp. 145-168). 2022
Persistent link: https://www.econbiz.de/10013282698
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Somewhat pushy but effective : the role of value-laden social media digital content marketing (VSM-DCM) for search and experience products
Izogo, Ernest; Mpinganjira, Mercy - In: Journal of research in interactive marketing : … 16 (2022) 3, pp. 365-383
Persistent link: https://www.econbiz.de/10013286431
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Do sensory reviews make more sense? : the mediation of objective perception in online review helpfulness
Lopez, Alberto; Garza, Ricardo - In: Journal of research in interactive marketing : … 16 (2022) 3, pp. 438-456
Persistent link: https://www.econbiz.de/10013286435
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Online Seller/Supplier
Dagoc, Cris Mhar - 2021
Persistent link: https://www.econbiz.de/10013215805
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The social network antecedents to consumer engagement : revealing how consumers' conversations influence online engagement behaviors
Qu, Yan; Saffer, Adam J.; Riffe, Daniel - In: Corporate communications : an international journal 27 (2022) 2, pp. 226-244
Persistent link: https://www.econbiz.de/10013162791
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Understanding customer regional differences from online opinions : a hierarchical Bayesian approach
Chen, Kejia; Jin, Jian; Zhao, Zheng; Ji, Ping - In: Electronic commerce research 22 (2022) 2, pp. 377-403
Persistent link: https://www.econbiz.de/10013263043
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Online influencer marketing
Leung, Fine F.; Gu, Flora Fang; Palmatier, Robert W. - In: Journal of the Academy of Marketing Science 50 (2022) 2, pp. 226-251
Persistent link: https://www.econbiz.de/10012819752