The increased usage of social media forced the brands to integrate social media in their
marketing communication channel, as it becomes the need of the hour, as it determines …

This paper reviews and integrates extant work in the integrated marketing communication
(IMC) literature. With this in mind, three alternative and widely disseminated conceptual …

Purpose–The purpose of this paper is to analyse Facebook brand posts along dimensions of
vividness, interactivity, novelty, brand consistency and content type and tests how these …

Reaching communication consistency across online channels like websites and social
media is pivotal for international brands (IBs) in their effort to internationalize their …

La investigación presentada en este artículo analiza las estrategias de los anuncios
políticos publicados en Twitter por los candidatos a la segunda vuelta de la elección …

Purpose–The purpose of this study is to integrate divergent discussions located within the
marketing, economic geography and economic sociology literature about trade fairs and …

Purpose This study aims to establish two aspects: first, whether green advertising through
multiple media (repetition versus reversal) generates a positive purchase intention than …

Trade shows have been seen as the key drivers of the economic and tourism growth.
Experiences are the core of any trade show. However, research on trade shows are …

Literature on trade show has been widening recently as with the acceleration of
globalization trade shows are viewed not only as sales and promotion tools utilized by …

Tourism villages are community-based and sustainable development, aiming to improve
people's welfare, environmental and cultural sustainability, and improve the quality of …