Personalization in personalized marketing: Trends and ways forward
In marketing, personalization is the action of designing and producing in ways that resonate
with customer preferences. Content and products that are personalized according to …
with customer preferences. Content and products that are personalized according to …
Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus
The widespread use of social media as a marketing tool during the last decade has been
responsible for attracting a significant volume of academic research, which, however, can be …
responsible for attracting a significant volume of academic research, which, however, can be …
The personalisation-privacy paradox: Consumer interaction with smart technologies and shopping mall loyalty
Smart shopping malls integrate a range of smart technologies such as artificial intelligence,
virtual reality and augmented reality. However, there is a lack of research on the …
virtual reality and augmented reality. However, there is a lack of research on the …
NFT marketing: How marketers can use nonfungible tokens in their campaigns
Nonfungible tokens (NFTs) are a record of ownership of primarily digital media, where the
NFT is stored on a blockchain. According to the 2021 Gartner Hype Cycle for Key …
NFT is stored on a blockchain. According to the 2021 Gartner Hype Cycle for Key …
Online relationship marketing
Online interactions have emerged as a dominant exchange mode for companies and
customers. Cultivating online relationships—defined as relational exchanges that are …
customers. Cultivating online relationships—defined as relational exchanges that are …
Social media and consumer engagement: a review and research agenda
V Barger, JW Peltier, DE Schultz - Journal of Research in Interactive …, 2016 - emerald.com
Purpose In “Social media's slippery slope: challenges, opportunities and future research
directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to …
directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to …
Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media
Despite the considerable expansion of brand-hosted social media, it is still not clear whether
and how brand-consumer social sharing contributes to virtual media engagement. Drawing …
and how brand-consumer social sharing contributes to virtual media engagement. Drawing …
Antecedents of consumers' engagement with brand-related content on social media
AS Mishra - Marketing Intelligence & Planning, 2019 - emerald.com
Purpose The purpose of this paper is to investigate the effect of brand's social media
marketing efforts and individual's online social interaction propensity on various levels of …
marketing efforts and individual's online social interaction propensity on various levels of …
“It's selling like hotcakes”: deconstructing social media influencer marketing in long-form video content on youtube via social influence heuristics
Purpose This study aims to examine the ability of the social influence heuristics framework to
capture skillful and creative social media influencer (SMI) marketing in long-form video …
capture skillful and creative social media influencer (SMI) marketing in long-form video …
[HTML][HTML] Does personalized advertising have their best interests at heart? A quantitative study of narcissists' SNS use among Generation Z consumers
Artificial intelligence (AI)-enabled technology has generated a new dynamic that empowers
the advertising business and social networking environment. In terms of convenience …
the advertising business and social networking environment. In terms of convenience …