Zobrazeno 1 - 10 of 80 pro vyhledávání: '"Bobby J. Calder"'
2
Confidence in Research Findings Depends on Theory
Autor: David Gal, Brian Sternthal, Bobby J. Calder
Almaatouq et al. view the purpose of research is to map variable-to-variable relationships (e.g., the effect of X on Y). They also view theory as this mapping of variable-to-variable relationships rather than an explanation of why the relationships o
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::d9b49f9421d3d07f41496802a0b370d4
https://doi.org/10.31234/osf.io/pgzfm
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4
Not all clicks are equal: detecting engagement with digital content
Autor: Yayu Zhou, Edward C. Malthouse, Bobby J. Calder, Yasaman Kamyab Hessary
Publikováno v: Journal of Media Business Studies. 19:90-107
Clickstream data recording each click that each individual user makes on a media website has become the currency for evaluating digital platforms in order to maximise advertising and/or subscriptio...
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::e2ea9299b066e81027f681be7eed316f
https://doi.org/10.1080/16522354.2021.1924558
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7
B2B content marketing for professional services: In-person versus digital contacts
Autor: Edward C. Malthouse, Ebru Uzunoğlu, Bobby J. Calder, Wei Lin Wang
Publikováno v: Industrial Marketing Management. 81:160-168
We study whether marketing can have a new role, one that is better aligned with the sales force, by adapting content marketing (CM) in B2B professional services organizations. CM activities can be in-person events such as conferences, which involve p
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::15f5623288a1066c60c92e3fe61e8c23
https://doi.org/10.1016/j.indmarman.2017.11.006
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8
Process control for monitoring customer engagement
Autor: Wei Lin Wang, Edward C. Malthouse, Bobby J. Calder, Tom Collinger
Publikováno v: Journal of Marketing Analytics. 7:54-63
Customer engagement behaviors (CEBs) with marketing content or contacts, such as downloading a whitepaper or attending an event, can increasingly be recorded for individual customers. We develop a five-step process for monitoring CEBs. This engagemen
Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::703a4868f7a57898f23972b0b3b73245
https://doi.org/10.1057/s41270-019-00055-6
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