Applicability of eye trackers in marketing activities related to historical monuments. Comparison of experts’ predictions and visual reactions of non-professionals
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DOI: 10.1016/j.culher.2021.02.004
Abstract: Abstract The tests presented in the paper stemmed from the claims of a large portion of experts dealing with conservation of monuments, according to which applying eye trackers in the process of architectural heritage management… read more here.
Keywords: marketing activities; eye trackers; eye; applicability eye ... See more keywords
A study on the effects of social media marketing activities on brand equity and customer response in the airline industry
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DOI: 10.1016/j.jairtraman.2017.09.014
Abstract: This study analyzes the effects of social media marketing activities (SMMAs) on brand equity and customer response in the airline industry. A survey was conducted with a total of 302 passengers who used social media… read more here.
Keywords: social media; airline; brand; media marketing ... See more keywords
Internet of things support for marketing activities
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DOI: 10.1080/0965254x.2018.1493523
Abstract: ABSTRACT Internet-enabled consumer devices are to be developed by the manufacturers. In this article, we examine how the Internet of things (IoT) can support marketing activities, including customer relationship management, business intelligence, and product design.… read more here.
Keywords: product; internet things; marketing; support marketing ... See more keywords
Do the competitors affect cross-buying decisions?
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DOI: 10.1108/ijbm-06-2016-0085
Abstract: Purpose Understanding the effect of competitor’s marketing activities as well as analyzing the impact of one’s own marketing activities is equally important. The purpose of this paper is to determine the role of competing bank’s… read more here.
Keywords: cross buying; bank; marketing activities;
Role of Social Media Marketing Activities in Influencing Customer Intentions: A Perspective of a New Emerging Era
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DOI: 10.3389/fpsyg.2021.808525
Abstract: The aim of this study is to explore social media marketing activities (SMMAs) and their impact on consumer intentions (continuance, participate, and purchase). This study also analyzes the mediating roles of social identification and satisfaction.… read more here.
Keywords: marketing activities; social media; media marketing; role social ... See more keywords
The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study
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DOI: 10.3389/fpsyg.2022.811282
Abstract: This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the… read more here.
Keywords: consumers engagement; social media; media marketing; marketing activities ... See more keywords
Understanding the effect of social media marketing activity for promoting intention to participate in martial arts
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DOI: 10.3389/fpsyg.2022.999153
Abstract: The development of folk martial arts in China has encountered many obstacles and difficulties in promoting the sport. Although there are many martial arts-related groups on WeChat, the largest social media in China, the interaction… read more here.
Keywords: social media; media marketing; intention; effect ... See more keywords
Instagram influencer marketing: Perceived social media marketing activities and online impulse buying
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DOI: 10.5210/fm.v26i9.11598
Abstract: The main objective of this research is to investigate the impact of social media marketing activities — restricted only to Instagram influencers — on online impulse buying through the mediating effect of source credibility (attractiveness,… read more here.
Keywords: social media; online impulse; marketing; media marketing ... See more keywords