Challenges in Marketing Communications During the COVID-19 Pandemic

Autor: Maja Šerić, Maria Vernuccio

Publikováno v: Tourism: An International Interdisciplinary Journal
Volume 70
Issue 4
Šerić, M.; Vernuccio, M. (2022). Challenges in Marketing Communications during the COVID-19 Pandemic: Insights from Tourism and Hospitality Managers. Tourism: An International Interdisciplinary Journal, 70 (4), 694-706.

The purpose of this study is to explore how tourism and hospitality firms managed marketing communications (marcom) since the COVID-19 outbreak and to propose a conceptual framework on marcom challenges that the pandemic crisis has brought to the ind

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::61a200abfdb2bde4ecd4c31534139d9a
https://doi.org/10.37741/t.70.4.10

The perceptual antecedents of brand anthropomorphism in the name-brand voice assistant context

Autor: Maria Vernuccio, Michela Patrizi, Maja Šerić, Alberto Pastore

Publikováno v: Journal of Brand Management.

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::8e407cbb364441f73e23c526f1498f35
https://doi.org/10.1057/s41262-022-00305-6

Managerial and organizational perspectives on online–offline integration within integrated marketing communication: toward a holistic conceptual framework

Autor: Ludovica Cesareo, Maria Vernuccio, Alberto Pastore, Philip J. Kitchen

Publikováno v: International Journal of Advertising
International Journal of Advertising, Taylor & Francis (Routledge), In press, ⟨10.1080/02650487.2021.1897432⟩
International Journal of Advertising, Taylor & Francis (Routledge), 2021, ⟨10.1080/02650487.2021.1897432⟩

International audience; The digital revolution has transformed the communication landscape into a hybrid online-offline environment. Although increasing complexity does pose new challenges for practitioners and scholars, the literature also lacks the

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::8e4497f8fac620fa4ced38762ca59904
https://doi.org/10.1080/02650487.2021.1897432

The evolution of agency-client relationships within the communication network in Italy: the perspective of communication partners

Autor: Alberto Mattiacci, Federica Ceccotti, Maria Vernuccio

Publikováno v: Sinergie Italian Journal of Management. :63-85

Purpose of the paper. Due to the digital revolution, the agency-client relationship has become more complex. Fitting into the recent academic literature on this topic, this study aims to deepen and conceptualise the agency-client relationship evoluti

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::c6305b46f6276f60cd3b6095e78a002c
https://doi.org/10.7433/s110.2019.03

The effects of native advertising on consumer responses. Some experimental evidences on the interaction between content type and brand awareness

Autor: Maria Vernuccio, Maria Antonietta Raimondo, Gaetano 'Nino' Miceli

Publikováno v: MERCATI & COMPETITIVITÀ. :149-168

Native advertising is rapidly establishing itself in the field of online marketing communication strategies. This paper aims at analyzing consumer responses to native ads varying upon the concreteness versus abstractness of content under specific bra

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::c2c240d49d594d88cd16ba46daf395b8
https://doi.org/10.3280/mc3-2019oa8505