... to determine the best choice (Broilo et al., 2016). Internet marketing Marketing communications Experiential marketing Customer insight Channel management Virtual communities Paid search Marketing communication Consumer generated advertising Social media marketing Online marketing SEO...

... © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Facebook Marketing communications Computer mediated communication Consumer behavior internet Online branding Content marketing SNS Users reaction Involvement Engagement In the past...

.../value This paper addresses a gap in marketers’ understanding of how digital natives perceive social referral campaigns targeting their social circle via various omni-channel touchpoints. Social media marketing Marketing communications Facebook Health care Word-of-mouth marketing Millennials...

... to examine the impact of eWOM on products with different brand images. This is a critical issue for brand managers who allocate limited marketing resources to monitoring and managing vast amounts of eWOM activities. The findings provide important guidance for managing social media marketing communications...

... 17 09 2015 30 12 2015 28 02 2016 06 06 2016 14 07 2016 © Emerald Publishing Limited 2017 Emerald Publishing Limited Licensed re-use rights only Social media marketing Etribes and online communities Marketing communications Brand management Online consumer...

... only Social media marketing Marketing communications Brand management Measurement Consumer loyalty Online branding Schultz and Peltier (2013) published an article in the Journal of Research in Interactive Marketing titled “Social Media’s Slippery Slope: challenges...

... the need for managers to consider specific aspects related to the sources to be included in marketing communications. Originality/value This is the first study to address choice of information sources associated with consumer confusion focusing the offline/online scenario. While impulse and habitual...

.... (2013), “ Honesty is the best policy: the effects of disclosure in word-of-mouth marketing ”, Journal of Marketing Communications , Vol. 19 No. 4 , pp. 245 - 257 . Brown, J.J. and Reingen, P.H. (1987...

... Publishing Limited 2015 Social media marketing Corporate communication Social networking sites Facebook Brand management Marketing communications Social media is an increasingly popular and relevant marketing tool that can significantly impact business marketing strategies and practices...

... (Martin and Lueg, 2011 ; Goldenberg et al., 2009). WOM is a crucial driver of new product success and it is found to be more effective than advertising (López and Sicilia, 2013). © Emerald Group Publishing Limited 2013 Services marketing Facebook Marketing communications B2B...

... Social media Consumer marketing Brand engagement Marketing communications Fearing to be left behind in the race to win the social media battle, the vast majority of businesses have ventured into the social media world; often with little or no strategic thought or plan (Harvard Business School...

...Wan‐Hsiu (Sunny) Tsai; Linjuan Rita Men Purpose Social network sites (SNSs) have been recognized as an important marketing communication tool for marketers to connect with today's internet‐savvy consumers. At the same time, the popularity of SNSs has become a worldwide phenomenon with the rise...

...William Hauser Bob   Stone and Ron   Jacobs . Successful Direct Marketing Methods . McGraw‐Hill , 2007 . © Emerald Group Publishing Limited 2008 --> Direct marketing Marketing communications Marketing strategy With Successful Direct Marketing...

... Limited 2007 --> Direct marketing Marketing communications Buyer‐seller relationships The Complete Guide to Direct Marketing is subtitled “Creating breakthrough programs that really work”. Given the world‐wide emphasis being placed, by firms both large and small, on establishing...