Behaviorally targeted location-based mobile marketing

Autor: Francesca Sotgiu, Stefan F. Bernritter, Paul E. Ketelaar

Publikováno v: Journal of the Academy of Marketing Science, 49, 4, pp. 677-702
Journal of the Academy of Marketing Science, 49, 677-702
Journal of the Academy of Marketing Science, 49(4), 677-702. Springer New York
Bernritter, S F, Ketelaar, P E & Sotgiu, F 2021, ' Behaviorally targeted location-based mobile marketing ', Journal of the Academy of Marketing Science, vol. 49, no. 4, pp. 677-702 . https://doi.org/10.1007/s11747-021-00784-0

Contains fulltext : 234237.pdf (Publisher’s version ) (Open Access) Marketers increasingly use behavioral targeting in location-based mobile marketing (LBMM). However, highly personalized marketing messages like this may backfire by eliciting consu

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Seeing the wood for the trees: How machine learning can help firms in identifying relevant electronic word-of-mouth in social media

Autor: Stefan F. Bernritter, Theo Araujo, Guda van Noort, Susan Vermeer

Publikováno v: International Journal of Research in Marketing, 36(3), 492-508. Elsevier
Vermeer, S A M, Araujo, T, Bernritter, S F & van Noort, G 2019, ' Seeing the wood for the trees : How machine learning can help firms in identifying relevant electronic word-of-mouth in social media ', International Journal of Research in Marketing, vol. 36, no. 3, pp. 492-508 . https://doi.org/10.1016/j.ijresmar.2019.01.010

The increasing volume of firm-related conversations on social media has made it considerably more difficult for marketers to track and analyse electronic word-of-mouth (eWOM) about brands, products or services. Firms often use sentiment analysis to i

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::2c674ed484cd2ea8604ddac4c078c6e2
https://dare.uva.nl/personal/pure/en/publications/seeing-the-wood-for-the-trees-how-machine-learning-can-help-firms-in-identifying-relevant-electronic-wordofmouth-in-social-media(6cd1e148-9a65-4843-97dd-f1085a3f0e99).html

'Opening' location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

Autor: Stefan F. Bernritter, A.E. Hühn, Thabo J. van Woudenberg, Esther Rozendaal, Marnix S. Van Gisbergen, R.P. Konig, Loes Janssen, Paul E. Ketelaar

Publikováno v: Journal of Business Research, 91, 277-285. Elsevier
JBR: Journal of Business Research, 91, 277-285. Elsevier Inc.
Journal of Business Research, 91, pp. 277-285
Journal of Business Research, 91, 277-285

Item does not contain fulltext Smartphone apps allow retailers to track the location of their customers and provide the opportunity to reach them with location-based mobile ads. However, the efficacy of these ads often suffers from consumers' feeling

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::517b623b7631cd93cf099ed03966db85
https://dare.uva.nl/personal/pure/en/publications/opening-locationbased-mobile-ads-how-openness-and-location-congruency-of-locationbased-ads-weaken-negative-effects-of-intrusiveness-on-brand-choice(289a3e03-a9e4-449d-b8f8-d6e608088d50).html

‘We’ are more likely to endorse than ‘I’:The effects of self-construal and brand symbolism on consumers’ online brand endorsements

Autor: A.C. Loermans, Stefan F. Bernritter, Edith G. Smit, Peeter W.J. Verlegh

Publikováno v: Bernritter, S F, Loermans, A C, Verlegh, P W J & Smit, E G 2017, ' ‘We’ are more likely to endorse than ‘I’ : The effects of self-construal and brand symbolism on consumers’ online brand endorsements ', International Journal of Advertising, vol. 36, no. 1, pp. 107-120 . https://doi.org/10.1080/02650487.2016.1186950
International Journal of Advertising, 36(1), 107-120. Routledge
International Journal of Advertising, 36(1), 107-120. NTC Publications Ltd.

Recent research increasingly highlights that consumers engage in online brand endorsements (e.g. Facebook likes) to signal their identity, but has failed to explain why different consumers use this type of signaling to differing degrees. This paper a

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::8d023fc1850883a6941c99cff2b8de4d
https://hdl.handle.net/1871.1/90edb969-9227-4ab8-abb1-c6edd0e04293

Why Nonprofits Are Easier to Endorse on Social Media: The Roles of Warmth and Brand Symbolism

Autor: Peeter W.J. Verlegh, Edith G. Smit, Stefan F. Bernritter

Publikováno v: Bernritter, S F, Verlegh, P W J & Smit, E G 2016, ' Why Nonprofits Are Easier to Endorse on Social Media : The Roles of Warmth and Brand Symbolism ', JOURNAL OF INTERACTIVE MARKETING, vol. 33, no. 0, pp. 27-42 . https://doi.org/10.1016/j.intmar.2015.10.002
Journal of Interactive Marketing, 33, 27-42. Elsevier
Bernritter, S F, Verlegh, P W J & Smit, E G 2016, ' Why nonprofits are easier to endorse on social media: the roles of warmth and brand symbolism ', Journal of Interactive Marketing, vol. 33, no. February, pp. 27-42 . https://doi.org/10.1016/j.intmar.2015.10.002
Journal of Interactive Marketing, 33(February), 27-42. Elsevier Limited

Brands often seek endorsements by consumers on social media (e.g., likes on Facebook). But is this marketing strategy feasible for all brands? To answer this question, this research investigates in seven studies the processes that underlie consumers'

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::33d8929b03dec6e817e5b8ba8333fd93