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Full-Text Articles in Business
Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell
Generating Clicks: Display Advertising Within Social Media, Ronda Mariani, Thomas Tanner, Loreen Powell
Atlantic Marketing Journal
This research study developed a comprehensive social community prototype and tested a variety of display advertising scenarios to determine which scenario motivated social media users to click. Empirical research based upon 503 users of social media led to the development of several independent variables, which were identified in the study as display advertising scenarios. The display advertising scenarios tested in the study were video, animation, engagement, and brand familiarity, as well as the size and location of the display advertising within each social media prototype web page. Data collected identified which display advertisement scenarios motivated a social media user to …
Strategies To Integrate Social Media Into Business Operations, Nicole F. Andrews
Strategies To Integrate Social Media Into Business Operations, Nicole F. Andrews
Walden Dissertations and Doctoral Studies
AbstractSmall and medium-size enterprises (SMEs) are essential to the survival of the Bahamian economy, but only 21% of SMEs are integrating social media into their marketing operations. Some SMEs are not taking advantage of the financial benefits of effectively integrating social media into business operations to avoid financial failure. Grounded in Berry’s relationship marketing theory, the purpose of this qualitative multiple-case study was to explore the strategies leaders of SMEs in the Bahamas use to effectively integrate social media into their business operations. The participants included six leaders of three SMEs in the Bahamas with successful experience using strategies to …