Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches
Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …
How online word‐of‐mouth impacts receivers
SG Moore, KC Lafreniere - Consumer Psychology Review, 2020 - Wiley Online Library
Online word‐of‐mouth (WOM) can impact consumers' product evaluations, purchase
intentions, and choices—but when does it do so? How do those receiving WOM know …
intentions, and choices—but when does it do so? How do those receiving WOM know …
[HTML][HTML] The future of social media in marketing
Social media allows people to freely interact with others and offers multiple ways for
marketers to reach and engage with consumers. Considering the numerous ways social …
marketers to reach and engage with consumers. Considering the numerous ways social …
Uniting the tribes: Using text for marketing insight
Words are part of almost every marketplace interaction. Online reviews, customer service
calls, press releases, marketing communications, and other interactions create a wealth of …
calls, press releases, marketing communications, and other interactions create a wealth of …
What holds attention? Linguistic drivers of engagement
From advertisers and marketers to salespeople and leaders, everyone wants to hold
attention. They want to make ads, pitches, presentations, and content that captivates …
attention. They want to make ads, pitches, presentations, and content that captivates …
Social media analytics for business-to-business marketing
Organizations continue to incorporate social media analytics into their routines to improve
their performance outcomes. However, industrial marketing literature is lagging in that it has …
their performance outcomes. However, industrial marketing literature is lagging in that it has …
How does consumer engagement evolve when brands post across multiple social media?
V Unnava, A Aravindakshan - Journal of the Academy of Marketing …, 2021 - Springer
Brands allocate their social media advertising across multiple platforms such as Facebook,
Twitter, Instagram, and YouTube. Because consumers use multiple social media, brand …
Twitter, Instagram, and YouTube. Because consumers use multiple social media, brand …
A systematic review of responsiveness to develop future research agenda: a TCCM and bibliometric analysis
Purpose This paper aims to epistemologically extend and explore the present theories from
prior research conducted in the area of responsiveness. Furthermore, it determines to …
prior research conducted in the area of responsiveness. Furthermore, it determines to …
When does media multitasking induce store visit and conversion? The influence of motivational factors
This study aimed to delineate how media multitasking (MM) induces online store visits and
purchase behaviors in different situations. We used a hidden Markov model to elicit several …
purchase behaviors in different situations. We used a hidden Markov model to elicit several …
Capturing changes in social media content: A multiple latent changepoint topic model
N Zhong, DA Schweidel - Marketing Science, 2020 - pubsonline.informs.org
Although social media has emerged as a popular source of insights for both researchers
and practitioners, much of the work on the dynamics in social media has focused on …
and practitioners, much of the work on the dynamics in social media has focused on …