Contemporary perspectives on customer relationship management and the parent concept
of customer management gathered momentum in the mid-1980 s and early 1990s. The …

Researchers have collected Twitter data to study a wide range of topics. This growing body
of literature, however, has not yet been reviewed systematically to synthesize Twitter-related …

Purpose The purpose of this study is to examine the relationship between consumers'
attitude toward social media advertising and their behavioural response and the moderating …

Motivated by the phenomenon of customer entrepreneurship in China and the associated
research gaps, we conduct a case study to explore how customer entrepreneurs realize …

Purpose Today, social media is counted as an integral part of marketing strategies, which
has led to a paradigm change in this field. As reported, social media marketing has been …

Buku ini disarankan untuk pengajar, peneliti, mahasiswa, atau mereka yang tertarik pada
kehidupan maya internet. Sajiannya menghadirkan penjelasan tentang konsekuensi …

Purpose Nowadays, the recent advances in information and communications technology
and the advent of Web 2.0 technology have resulted in the increasing popularity of social …

This paper investigated the effectiveness of social media advertising on consumer decision-
making and the mediating role of consumer engagement. Three constructs including …

This study was conducted toinvestigate the impact of Social Media Marketing on Small
Businesses' Sales Performance: A Case of Women Clothing Stores in Nyamagana District …

In the digital transformation, SMEs have gradually realized the benefits of social media as a
marketing tool to enhance their competitiveness. Studies about SMEs' social media …