... 28 11 2018 21 08 2019 28 01 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Social media marketing International marketing New products Innovation marketing Opinion Leadership H4. The effect...

... Limited Licensed re-use rights only Online consumer behaviour Services marketing Tourism marketing International marketing Quantitative research Word-of-mouth marketing We then move on to investigate what differentiates the success rate of individual rental units within the sharing...

...-to-business social media in international markets. Of particular interest is whether cultural factors affect the use of social media and its application. Heeding calls for research to develop comprehensive frameworks for understanding how social media is affecting sales and management (Marshall et al...

...). Advertising effectiveness Electronic commerce International marketing Consumer behaviour France United States of America Accountability in advertising is an important issue in marketing research and practice and has been extensively researched in terms of offline advertising (Clark, 1999...

... the business environment of international direct marketing. This framework is commonly used as a way of assessing the context of international marketing. Findings Globalization, technological innovation, and the spread of free‐market governance have created new and interesting opportunities for managers...