The role of consumer data in marketing: A research agenda
Increased access to various kinds of consumer data has opened up new avenues of value
creation for companies, but it also poses new challenges. The proliferation of digital data …
creation for companies, but it also poses new challenges. The proliferation of digital data …
Landlords with no lands: a systematic literature review on hybrid multi-sided platforms and platform thinking
D Trabucchi, T Buganza - European Journal of Innovation …, 2021 - emerald.com
Purpose This article is based on a systematic and comprehensive review of the literature on
two-sided platforms, the business structure based on the concept of matchmaking groups of …
two-sided platforms, the business structure based on the concept of matchmaking groups of …
A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry
C Lamberton, AT Stephen - Journal of marketing, 2016 - journals.sagepub.com
Over the past 15 years, digital media platforms have revolutionized marketing, offering new
ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a …
ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a …
The platformization of brands
JRK Wichmann, N Wiegand… - Journal of …, 2022 - journals.sagepub.com
Digital platforms that aggregate products and services, such as Google Shopping or
Amazon, have emerged as powerful intermediaries to brand offerings, challenging …
Amazon, have emerged as powerful intermediaries to brand offerings, challenging …
Content marketing in e-commerce platforms in the internet celebrity economy
Purpose With the popularity of social media and, recently, live streaming, internet celebrity
endorsements have become a prevalent approach to content marketing for e-commerce …
endorsements have become a prevalent approach to content marketing for e-commerce …
Challenges and solutions for marketing in a digital era
PSH Leeflang, PC Verhoef, P Dahlström… - European management …, 2014 - Elsevier
Internet usage continues to explode across the world with digital becoming an increasingly
important source of competitive advantage in both B2C and B2B marketing. A great deal of …
important source of competitive advantage in both B2C and B2B marketing. A great deal of …
Social media metrics—A framework and guidelines for managing social media
Social media are becoming ubiquitous and need to be managed like all other forms of
media that organizations employ to meet their goals. However, social media are …
media that organizations employ to meet their goals. However, social media are …
Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content
Despite the popular use of social media by consumers and marketers, empirical research
investigating their economic values still lags. In this study, we integrate qualitative user …
investigating their economic values still lags. In this study, we integrate qualitative user …
An empirical examination of the antecedents and consequences of contribution patterns in crowd-funded markets
Crowd-funded markets have recently emerged as a novel source of capital for
entrepreneurs. As the economic potential of these markets is now being realized, they are …
entrepreneurs. As the economic potential of these markets is now being realized, they are …
[图书][B] Creating value with big data analytics: Making smarter marketing decisions
PC Verhoef, E Kooge, N Walk - 2016 - taylorfrancis.com
Our newly digital world is generating an almost unimaginable amount of data about all of us.
Such a vast amount of data is useless without plans and strategies that are designed to cope …
Such a vast amount of data is useless without plans and strategies that are designed to cope …