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Full-Text Articles in Marketing
Keep Exploring, Sharing, And Tweeting: Connecting Millennials, Social Media And Destination Canada’S Brand, Michael Lever, Michael S. Mulvey, Statia Elliot
Keep Exploring, Sharing, And Tweeting: Connecting Millennials, Social Media And Destination Canada’S Brand, Michael Lever, Michael S. Mulvey, Statia Elliot
TTRA Canada 2018 Conference
Social media has become a powerful influencer in its ability to sway customer intentions and behaviors in an online setting. Given the importance of social media and its users in acting as information spreaders and disseminators, particularly in the context of global tourism, the goal of this research is to profile and/or understand youth travellers within the context of their social media behaviour. Using latent class analysis which helps to identify unobserved subgroups within a population, this study utilizes the rich dataset offered by Destination Canada which gives valuable traveler-focused information across the globe, including Brazil, China, Australia, Germany, South …
What Messages To Post? Evaluating The Effectiveness Of Social Media Communications Based On Market And Offering Characteristics, Kunal Swani
Doctoral Dissertations
Marketers are struggling with the successful implementation of social media executions in their marketing efforts. The effectiveness of their social media campaigns may be realized when their customers transmit company brand messages across their unique networks of friends and associates (Berger and Milkman 2012). Indeed, marketers using social media try to determine what messages will engage their customers. In essay one, we provide guidance to B2B (business-to-business) managers by examining the usage and effectiveness of social media message strategies. Building on B2B advertising, organizational buying, and word-of-mouth theories, we highlight key differences in B2B and business-to-consumer (B2C) social media message …