... whose efficiency largely depends on the selected touch-points that may maximize reach as well as engagement. Indeed, the online environment calls for a re-definition of integrated marketing communications (IMC) and marketers need to re-conceptualize the allocation of content across different channels...

... 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 decade, a growing number of companies, public and private, have...

... © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Social media marketing Marketing communications Facebook Health care Word-of-mouth marketing Millennials Social cause marketers have increasingly used omni-channel touchpoints to raise...

... 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...

... at: xema13@micamail.in 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...

... 2016 04 08 2016 07 08 2016 © Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Social media marketing Marketing communications Brand management Measurement Consumer loyalty Online branding Schultz and Peltier (2013...

... 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. Despite studies taking...

... consumer behavior Marketing communications Word-of-mouth marketing Marketing ethics Retailing online Many marketers are aware that likes, tweets, pins and others social signs of approval and endorsement may serve as keys for brand–consumer engagement. However, some marketers may consider...

... management Marketing communications Social media is an increasingly popular and relevant marketing tool that can significantly impact business marketing strategies and practices (Boyd and Ellison, 2007). A recent industrial report that surveyed marketing executives in the USA revealed that marketers...

... or messages by liking, commenting, and/or sharing them by using various plugins. © Emerald Group Publishing Limited 2013 Services marketing Facebook Marketing communications B2B marketing Social media advertising Social media is extensively used by business-to-consumer (B2C) companies...

... Social media Consumer marketing Brand engagement Marketing communications As with many new paradigms that have preceded it, consultants and services providers are fueling social media excitement by promoting tools and techniques through seminars, conferences, webinars, on‐line discussions, white...

...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...

...Dale Lewison Chet   Meisner . The Complete Guide to Direct Marketing . Kaplan Publishing , 2006 . © Emerald Group Publishing Limited 2007 --> Direct marketing Marketing communications Buyer‐seller relationships The Complete Guide to Direct...