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Keywords: Marketing communication
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Journal Articles
Qualitative Market Research: An International Journal (2022) 25 (4): 405–432.
Published: 16 June 2022
...Sharifah Faridah Syed Alwi; John M.T. Balmer; Maria-Cristina Stoian; Philip J. Kitchen Purpose This study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized enterprise (SME) setting. Design...
Journal Articles
Qualitative Market Research: An International Journal (2022) 25 (1): 125–142.
Published: 23 December 2021
...Huan Chen; Slyvia Chan-Olmsted; Julia Kim; Irene Mayor Sanabria Purpose This study aims to examine consumers’ perception of artificial intelligence (AI) and AI marketing communication. Design/methodology/approach Twenty in-depth interviews were conducted to collect data and phenomenological...
