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Full-Text Articles in Business
As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak
As (Un)Real As It Gets – Exploring The Persuasiveness Of Advertising Posts By Virtual Influencers, Sphurti Sewak
Association of Marketing Theory and Practice Proceedings 2021
No abstract provided.
When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee
When You Meme Business – Exploring Use Of Memes By Brands On Social Media And Resultant Engagement, Sphurti Sewak, Jaehoon Lee
Association of Marketing Theory and Practice Proceedings 2021
No abstract provided.
The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont
The Youtube - Savoring Model: Youtube As A Means Of Increasing Savoring For An Upcoming Consumption Experience, Marc P. Dupont
Association of Marketing Theory and Practice Proceedings 2021
YouTube started primarily as a means of entertainment. However, in recent years it has become a platform for both information-seeking and information-giving behaviors. Using the consumption, participation, and production framework for user generated media, YouTube is examined as a platform to influence an individual’s savoring and remembered enjoyment of a consumption experience. This study proposes a model for utilizing YouTube as a means of increasing savoring for an upcoming consumption experience through elaborative processing, minimizing distractions, and encouraging remembered enjoyment.
Engaging With Customers On Social Media: Insights From Business-To-Business Companies, Emory Serviss
Engaging With Customers On Social Media: Insights From Business-To-Business Companies, Emory Serviss
Association of Marketing Theory and Practice Proceedings 2021
Social media are an important part of a company’s ability to directly engage with customers. However, the lack of an established definition of engagement creates challenges for scholars and practitioners attempting to assess return on investment derived from social media marketing. In addition, limited scholarly literature exists regarding how B2B customers specifically react to social media. To enhance understanding of how a B2B company’s social media activity affects customer engagement, this manuscript will examine social media utilization and customer response.