Zobrazeno 1 - 10
of 99
pro vyhledávání: '"markkinointiviestintä"'
Autor:
Imran M. Ilyas, Oleksiy Osiyevskyy
Publikováno v:
European Management Journal. 40:729-740
Considering the immense potential of sustainable business models in tackling the broader challenge of corporate sustainability, this paper integrates the literature streams on sustainability practices and organizational business models to analyze the
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::b6dc77d9205c15f8734a46882b22b85f
https://doi.org/10.1016/j.emj.2021.09.009
https://doi.org/10.1016/j.emj.2021.09.009
Publikováno v:
Information and Communication Technologies in Tourism 2023 ISBN: 9783031257513
This study explores the role of sound and its interaction with marketer-generated content (MGC) (i.e., emotional, informational, transactional) in influencing customer engagement (CE) (i.e., views and shares) in the context of tourism SMEs and TikTok
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::9cf5aef342babf1b3aee72d25cfc89df
http://urn.fi/URN:NBN:fi:jyu-202301251465
http://urn.fi/URN:NBN:fi:jyu-202301251465
Autor:
Päkk, Robert, Karjaluoto, Heikki
Despite the demonstrated importance of social media platforms in leveraging the effects of sport sponsorship, surprisingly few studies have investigated this issue. The current study aims to broaden the knowledge of how major corporations could apply
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=od______1222::b4ded7d6d953c7d6b6e4815c04d3dd6b
http://urn.fi/URN:NBN:fi:jyu-202303142161
http://urn.fi/URN:NBN:fi:jyu-202303142161
This chapter discusses the drivers of brand polarisation (i.e. simultaneously loving and hating a brand). Despite its relevance for brand managers and public relations executives, brand polarisation remains heavily understudied among scholars. This s
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=od______1222::ca3698f0d0e828060b7e099de9a9d6dc
http://urn.fi/URN:NBN:fi:jyu-202303142163
http://urn.fi/URN:NBN:fi:jyu-202303142163
This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands op
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a459433610b919930c314ec513428907
http://urn.fi/URN:NBN:fi:jyu-202211145165
http://urn.fi/URN:NBN:fi:jyu-202211145165
Autor:
Tia Huttula, Heikki Karjaluoto
Publikováno v:
Industry 5.0 ISBN: 9783031262319
Influencer marketing practices are growing on social media channels, while the usage of other mass-media channels is decreasing, prompting organisations to search for new tools with which to communicate efficiently with their target audiences. Influe
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::bedf19ded8eb1d22baa9e466951e98df
http://urn.fi/URN:NBN:fi:jyu-202304032355
http://urn.fi/URN:NBN:fi:jyu-202304032355
Publikováno v:
Information and Communication Technologies in Tourism 2023 ISBN: 9783031257513
The lifting of COVID-19 restrictions has led to the opening of many tourism destinations, with many destination marketing organizations (DMOs) adopting different strategies to attract tourists. This study explores the post-COVID-19 branding strategie
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::ca746adc1810fa72fd9bf13a2d26672e
http://urn.fi/URN:NBN:fi:jyu-202301261492
http://urn.fi/URN:NBN:fi:jyu-202301261492
While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this gap, the purpose of this stu
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::95afd7dc00186c8d98126ccc077e11b8
http://urn.fi/URN:NBN:fi:jyu-202212025461
http://urn.fi/URN:NBN:fi:jyu-202212025461
Autor:
Rauf, Muniba, Karjaluoto, Heikki
Social media has changed the way people interact with companies and one another as well as become a powerful tool for enhancing touchpoints with customers. While many studies on loyalty, loyalty/reward programmes exists, there is still a gap in our u
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=od______1222::14cc5450a4319499644f0a3880eaa3ab
http://urn.fi/URN:NBN:fi:jyu-202303142168
http://urn.fi/URN:NBN:fi:jyu-202303142168