Keywords: Cross-promotion
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Journal Articles

Ties that bind: leveraging horizontal and vertical ties within an entrepreneurial community in cross-promotional social media marketing

Elena Dowin Kennedy, Alisha Blakeney Horky, Ethan Kaufmann
Journal: Journal of Research in Marketing and Entrepreneurship
Journal of Research in Marketing and Entrepreneurship (2023) 25 (2): 310–327.
https://doi.org/10.1108/JRME-01-2021-0010
Published: 13 December 2022
...Elena Dowin Kennedy; Alisha Blakeney Horky; Ethan Kaufmann Purpose The purpose of this paper is to examine how small and medium enterprises (SMEs) within an entrepreneurial community engage in cross-promotion on social media via Facebook. This paper specifically examines how SME community members...
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