Search Results - subject_exact:"Online-Marketing"

Words of mouth on destination images and intentions to revisit

Quang Linh Huynh - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015439106

The influence of perceived deceptive advertising on consumer behaviour in the online fashion environment : a stimulus-organism-response perspective

Bothma, Mia; Staden, Benecia van - 2025

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015624805

Between search and platform : ChatGPT under the DSA

Lorente, Toni; Gardhouse, Kathrin - 2026

This article examines the applicability of the Digital Services Act (DSA) to ChatGPT, arguing that it should be classified as a hybrid of the two types of hosting services: online search engines and platforms. This requires classifying search engines as hosting services, which we show is...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015618102

Superplatform : a framework to analyse and regulate Google's online ad ecosystem

Caliskan, Koray; MacKenzie, Donald A.; McGowan, Addie - 2026

This paper introduces the concept of the superplatform to analyse and regulate Google's online advertising ecosystem. As the operator of the world's largest ad exchanges, Google often escapes regulatory oversight and scholarly scrutiny. The superplatform is conceptualised as an integrated...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015618104

An analytics-driven method for building ethical customer digital twins using neuromarketing and social media data

Okyere Sefa, Ama Anomwaa; Rezaei, Mohammadreza; … - 2026

As markets become increasingly digitalised, understanding the emotional and cognitive drivers of consumer behaviour is essential for developing responsive and targeted marketing strategies. This study contributes to the development of Customer Digital Twins (CDTs) by integrating neuromarketing...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015654343

Digital tracking, gamification, social media, and AI : how technology influences motivation

Woolley, Kaitlin; Sharif, Marissa A. - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015607933

Potential of digital marketing and determinants of the 5A marketing strategy : a case in Thailand

Pimolwan Katepan; Rungtip Thaisom; Thamrong Mekhora; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015609262

The content moderator's dilemma : removal of toxic content and distortions to online discourse

Habibi, Mahyar; Hovy, Dirk; Schwarz, Carlo - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015647358

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The content moderator's dilemma : removal of toxic content and distortions to online discourse

Habibi, Mahyar; Hovy, Dirk; Schwarz, Carlo - 2026

Book / Working Paper

The content moderator's dilemma : removal of toxic content and distortions to online discourse

Habibi, Mahyar; Hovy, Dirk; Schwarz, Carlo - 2026

Book / Working Paper

Online marketing tools and students' career decision processes : managerial insights from Iraqi higher education

Karakus, Mehmet; Leyva-Hernández, Sandra Nelly; … - 2026

This study explores how digital and traditional marketing tools influence higher education students' career decision-making, satisfaction, and career commitment during students' educational trajectories in Iraq's rapidly expanding university sector. Using an explanatory sequential mixed-methods...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015611784

Social media : population favors regulation-but ban only for those up to the age of 12

Dollmann, Jörg; Hunkler, Christian; Legewie, Nicolas; … - 2026

Social media usage by children and young people is an increasingly controversial topic. The focus is on risks, opportunities, and possible regulations. Politicians from all relevant parties are now open to a social media ban up to a certain age; the Federal Ministry for Family Affairs has set up...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015616482

The impact of social media influencers on customers' perceived brand equity in the Bahraini automobile industry

Abdulla, Anas; Saberi, Maria - 2026

Purpose - Social media has transformed brand communication and how consumers perceive brands. While social media influencers (SMIs) have emerged as key players in digital marketing, their impact on brand equity within the automobile sector remains underexplored. This study examines the impact of...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015592496

Online reviews : information content, drivers, and platform design

Bondi, Tommaso; Rossi, Michelangelo - 2026

Online ratings emerge from a multi-stage process that can systematically distort their informational content. We develop a unified framework decomposing the rating process into distinct components: experienced quality (driven by intrinsic quality, seller effort, and price), expectations formed...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015592820

A strategic compass for navigating Senegal's debt crisis

Ndiaye, Abdoulaye; Kessler, Martin - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015592832

Sound in mode on : how sound stimuli influence customer engagement?

Valenzuela-Gálvez, E. Sophía; González-Benito, Óscar; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015595714

The role of social media in online shopper behavior : insights from South Africa

Wiese, Melanie - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015597334

Generative AI for video translation : consumer evaluation in international markets

Wahid, Risqo; Han, Jiseon; Nizar Fauzan; Karjaluoto, Heikki - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015597392

Personalization, disclosure, and investment distortions

Ikuta, Yusuke - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015604925

Ranking for engagement : how social media algorithms fuel misinformation and polarization

Germano, Fabrizio; Gómez, Vicenç; Sobbrio, Francesco - 2026 - Original version: October 2024, this version: February 2026

Social media are at the center of countless debates on polarization, misinformation, and even the state of democracy in various parts of the world. An essential feature of social media is their recommendation algorithm that determines the ranking of content presented to the users. This paper...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015605008

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Ranking for engagement : how social media algorithms fuel misinformation and polarization

Germano, Fabrizio; Gómez, Vicenç; Sobbrio, Francesco - 2025

Book / Working Paper

Ranking for engagement : how social media algorithms fuel misinformation and polarization

Germano, Fabrizio; Gómez, Vicenç; Sobbrio, Francesco - 2025

Book / Working Paper

Is competition only one click away? : the Digital Markets Act impact on Google Maps

Pape, Louis-Daniel; Rossi, Michelangelo - 2026 - Original version: July 2024, this version: Januar 2026

This paper studies the impact of the European Union's Digital Markets Act (DMA) on user search behavior and traffic to online mapping services, focusing on recent changes to Google's search results page. In January 2024, Google altered the display of location-based queries for EU users by...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015605043

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Is competition only one click away? : the Digital Markets Act impact on Google Maps

Pape, Louis-Daniel; Rossi, Michelangelo - 2024

Book / Working Paper

Clash between law power and code power : the case of Norway vs. Meta

Spilker, Hendrik Storstein; Reppen, Maria - 2026

In this article, we analyse the controversies leading up to and following Meta's introduction of the infamous "pay or okay model" for Facebook and Instagram users in the European Union/European Economic Area (EU/EEA) region. In particular, we focus on the central role of the Norwegian data...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015607278

Economic effects of digitalization and IT technologies on the efficiency and competitiveness of the energy sector

Al-Ababneh, Hassan Ali; Alomari, Khaled Mohammad; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015620647

Online green persuasions and offline behaviour : evidence from a randomised field experiment on Rakuten's e-commerce platform in Japan

Ishikawa, Takayuki; Yokoo, Hide-Fumi; Kobayashi, Yōhei; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015626460

How ephemeral content marketing fosters brand love and customer engagement

Khoi Minh Nguyen; Ngan Thanh Nguyen; Pham, Thao Thi Xuan; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015638925

Gatekeepers, platform power, and EU law : enforcement challenges under the digital markets act

Pavlidis, Georgios D. - 2026

This article critically analyses the enforcement framework of the EU Digital Markets Act (DMA), with a focus on its early operational phase. The DMA establishes a new regulatory regime that addresses entrenched platform power through ex ante obligations on designated gatekeepers. Building on the...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015639082

Power of social media influencers on brand awareness, value, and consumer purchases

Munir, Tanya; Watts, Sean - 2026

This study aims to examine the influencer power in shaping consumer purchase intentions. It revolves around the impact of social media influencer (SMI) endorsements on purchase intentions by undertaking the mediating effects of brand awareness and perceived value and the moderating effect of...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015639175

The role of tone of voice in tourism destination brands' social media communication

Barattin, Marta; Latusi, Sabrina - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015639654

Social media advertising loads as prices

Beknazar-Yuzbashev, George; Jiménez Durán, Rafael; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015672967

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Social media advertising loads as prices

Beknazar-Yuzbashev, George; Jiménez Durán, Rafael; … - 2026

Book / Working Paper

Social media livestreaming : investor information or persuasion?

DeHaan, Ed; Huang, Allen; Kannan, Srijith; Qiu, Lu - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015651936

The strategic use of microtargeting : the case of the German Federal Elections of 2025

Repp, Stefan - 2026

Political microtargeting (PMT) is often associated with data-intensive voter profiling and the Cambridge Analytica scandal. This paper argues that such a framing is increasingly outdated, particularly in tightly regulated contexts. Drawing on expert interviews, social media content analysis and...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015652099

Driving marketing innovation in tourism and hospitality through digital talent : the mediating roles of digital culture and digital strategy

Hasanein, Ahmed M.; Al-Romeedy, Bassam Samir - 2026

This study examines the role of digital talent in driving marketing innovation within tourism and hospitality organizations in the context of ongoing tourism digitalization. Specifically, it investigates how digital culture and digital strategy mediate the relationship between digital talent and...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015653832

A decision-aid approach to social media assessment using PROMETHEE II in Greek grocery retail

Tarnanidis, Theodore; Papathanasiou, Jason; Mareschal, … - 2026

This study assesses the effectiveness of social media advertising campaigns in the supermarket sector by combining managerial insights with multi-criteria decision analysis (MCDA) to support informed, sustainable decision-making. Considering the ever-increasing complexity of digital...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015633591

Developing a cross-cultural competence model for cross-border e-commerce practitioners : empirical validation and implications for entrepreneurial education

Song, Ziyun; Sheerad Sahid; Iszan Hana Kaharudin - 2026

Objective: This study proposes a cross-cultural competence (CCC) model for Chinese college students in the cross-border e-commerce (CBEC) sector, aiming to identify key dimensions and support talent development in digital global trade. Research Design & Methods: We conducted a cross-sectional...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015636909

The internet never forgets : a four-step scraping tutorial, codebase, and database for longitudinal organizational website data

Haans, Richard; Mertens, Marc J. - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015574830

Can facebook ads prevent Malaria? : two field experiments in India

Donati, Dante; Rao, Nandan; Orozco-Olvera, Victor H.; … - 2026

This study evaluates a nationwide malaria prevention campaign delivered through social media in India using a district-level cluster-randomized controlled trial. We combine two survey samples(N = 8,253) with administrative health records to assess effects on offline malaria-related behaviors and...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015666595

Development of marketing tools for the express delivery industry to increase consumer loyalty

Bocevičius, Hubert; Tamulienė, Vilma - 2026

This research explores how to develop and enhance marketing tools to increase consumer loyalty in the express delivery industry. The study analyzes the influence of these tools on customer loyalty by reviewing scientific literature. The theoretical framework examines various marketing tools,...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015667696

Decoding generation Z purchase intention : the impact of brand awareness, brand equity, digital media content and emotions

Ademi, Lutfije; Zeqiri, Jusuf; Klopotan, Igor - 2026

This study investigates the impact of brand awareness, brand equity, digital media content, and emotions on the purchasing intentions of Generation Z in North Macedonia, those born between 1997 and 2012. Objectives: This study aims to analyse the underlying factors to be considered when...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015667918

Investigating the role of influencer marketing in shaping luxury brand perceptions

Akter, Salma; Khan, Raihan Ahamed - 2026

This study aims to determine how influencer marketing affects consumer perceptions of luxury brands. It investigates how social media influence customer perception, paying special attention to how exclusivity, desirability, and authenticity are important factors in consumers' perceptions of...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015653884

Four dimensions of brand storytelling : framework for managing and analyzing online brand stories

Zimand-Sheiner, Dorit - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015669285

Developing a Digital Homestays Readiness Index (DHRI) : a framework for micro-enterprise operational integration

Siti Daleela Mohd Wahid; Wan Mohd Hirwani Wan Hussain; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015670294

Strategic management of social media in mega sports events : an integrated framework for sponsorship and engagement

Koronios, Konstantinos; Dimitropoulos, Panagiotis; … - 2026

Social media has become a strategic driver of sponsorship effectiveness in major sporting events. At the 2024 Paris Olympics, digital platforms transformed how sponsorship relationships are formed, sustained, and activated for audience engagement. Yet, the mechanisms through which social media...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015665681

City branding's influence on social media engagement : the cool factor

Schivinski, Bruno; Li, Xiufang; Alahmari, Abdullah M.; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015665881

Place marketing or civic information? : classifying municipal tweets using machine learning

Bergh, Andreas; Ekman, Christina Anzén; Moricz, Sara - 2026

How do municipalities use social media? For place marketing, civic information, or dialogue with citizens? We address this question by classifying 35,930 tweets from 15 municipal Twitter accounts in the Skåne region of Sweden, using a machine learning algorithm trained on manually annotated...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015667270

Fairness and politics of digital advertising

Lee-Makiyama, Hosuk; Lozano Rodriguez, Claudia - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015667302

Competition and consumer policy in digital markets

2026

Digital markets have profoundly transformed the way consumers interact with businesses, offering new opportunities for innovative goods and services, greater choice, and enhanced convenience. These evolving dynamics create new challenges for both competition and consumer protection authorities,...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015665114

Picture perfect : engaging customers with visual generative AI

Heitmann, Mark; Jansen, Tijmen P. J.; Reisenbichler, Martin - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015670277

In-store advertising with digital signage

Herhausen, Dennis; Jong, David de; Grewal, Dhruv - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015670289

Exploring users' migration from social media to the metaverse : a push-pull-mooring framework analysis

Romano, Giovanni; Luceri, Beatrice; Aiolfi, Simone - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015670805

A practical guide to LinkedIn advertising reach data for social science : methods, challenges, and five applications

Stausholm, Saila; Garcia-Bernardo, Javier - 2026

LinkedIn data offers a unique way to study how professional groups and organizations underpin economic and political life. This paper shows how LinkedIn’s advertising reach data, which provides anonymized counts of users by job title, skills, employer, and location, can be used to study...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015666648

Growing up in the social media age

2026

Young people today interact in a range of digital environments – from browsing the Internet and playing video games, to connecting with their peers on social media platforms. As social media has become central to how young people communicate and consume information, parents, educators and...

Persistent link: https://ebvufind01.dmz1.zbw.eu/10015677134

Virtual influencer marketing : mediating roles of product involvement and brand familiarity

Biason, Ricardo; Elnagar, Ahmed K.; Tolete, Clarissa; … - 2026

Persistent link: https://ebvufind01.dmz1.zbw.eu/10016059212