... saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. To improve the impact that Gis can have, one area that can be explored is that of social marketing...

... and places the articles in context. Findings Influencers are rapidly becoming a large voice in marketing, and their unique parasocial relationship with their followers positions them as a voice that can create significant change for brands, with new consumer bases and purchasing intentions...

... and places the articles in context. Findings Immersive technologies could be disruptive to the current real estate markets around the world, and their use in Egypt is leading to considerations as to the ethicality and effectiveness of their implementation to encourage purchases. Originality/value...

... and places the articles in context. Findings Marketing failures can make or break a business. In the work by Osei et al., the authors develop a framework of what failures can happen, what factors can make them better or worse, and provide a practical guide for how firms can turn failures into a time...

... and places the articles in context. Findings The rise of de-influencing has made significant ripples in the social media landscape, the relationship between consumer and brand, and the perception of traditional influencers. By challenging traditional influencer marketing processes of excessive...

... best, most pertinent information and presenting it in a condensed and easy-to-digest format. © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Marketing Consumer preferences eWOM Dietary supplements As technology has advanced, many consumer...

... and places the articles in context. Findings This paper identified that TikTok is an effective marketing medium that organizations can use to improve their performance. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very...

...-11-2020-0761 . © Emerald Publishing Limited 2023 Emerald Publishing Limited Licensed re-use rights only Marketing Consumer behavior Social media Advertising Avoidance Consumers in the modern world are continually becoming more reliant on their mobile phones. As such, it has...

... only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. Once the decision is made to add services to a product offering, there are some considerations that need to be made before the new offering is placed in the market. First, it is not just...

... and places the articles in context. Findings By optimizing production, sales, and marketing, companies will be more likely to find success in times of significant change and recover faster, if not profit. Originality/value The briefing saves busy executives, strategists and researchers hours...

... and places the articles in context. Findings This paper identified customer loyalty as a determining factor when looking at the success of mergers and acquisitions. The paper focused on a marketing perspective. Originality/value The briefing saves busy executives, strategists and researchers hours...

... and places the articles in context. Findings Through marketing – both firm and customer-generated – and opening communication between the brand and consumers, customers will feel far more confident in purchasing online. Originality/value The briefing saves busy executives, strategists and researchers...

... and places the articles in context. Findings This paper focuses on developing and validating a scale to assist with social media marketing by proposing a system for firms to use when tasked with digital marketing. Originality/value The briefing saves busy executives, strategists and researchers hours...

... and places the articles in context. Findings The marketing aspect of business can utilize the people-planet-profits framework in a way that allows organizations the opportunity to address some of the sustainability challenges impacting the world. Originality/value The briefing saves busy executives...

... and places the articles in context. Findings Control mechanisms, whether formal or informal, are helpful in identifying marketing decisions that align with the business strategy. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only...

..., strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © Emerald Publishing Limited 2019 Emerald Publishing Limited Licensed re-use rights only Marketing Innovation Social media...

... Publishing Limited Licensed re-use rights only Marketing Corporate strategy Corporate communications Strategy Deception If you ask any scientific researcher what the essence of their chosen pursuit is, most likely they will say it is the identification of some sort of truth. Whether...

...Davide Settembre-Blundo; Alfonso Pedro Fernández del Hoyo; Fernando Enrique García-Muiña Purpose The purpose of this paper is to analyze the strategic management of risks in companies from a marketing management perspective and to provide some guidance for management practice. Design...

... and places the articles in context. Findings Market segmentation has long been acknowledged as a key component in business success. An ability to recognize and exploit disparities between different consumer segments can prove a rich source of opportunity for firms. Those able to successfully match...

... if a company is spying, we should ask whether their espionage strategy is effective enough to maintain their competitive position. Bringing strategic marketing into the age of Web 2.0 and understanding how it can work optimally is the focus of the book chapter “Social media espionage – A strategic grid...