Influencer Marketing Effectiveness
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DOI: 10.1177/00222429221102889
Abstract: Influencer marketing initiatives require firms to select and incentivize online influencers to engage their followers on social media in an attempt to promote the firms’ offerings. However, limited research considers the costs of influencer marketing… read more here.
Keywords: influencer marketing; influencer; message influencer; marketing effectiveness ... See more keywords
Does Featuring People with Disabilities Help or Hurt Fashion Marketing Effectiveness?
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DOI: 10.1177/00222437241309310
Abstract: People with disabilities constitute 16% of the global population but seldom appear in fashion marketing communications. The limited campaigns featuring models with disabilities elicit mixed responses from consumers, and the extant literature also makes contradictory… read more here.
Keywords: marketing; marketing effectiveness; disability representation; fashion marketing ... See more keywords
Gender and Proximity Marketing : Concept, Antecedents, and Effects
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DOI: 10.17010/ijom/2025/v55/i10/175613
Abstract: Purpose : This paper examined the concept of proximity marketing and its effectiveness by identifying its antecedents and evaluating the moderating role of gender. It specifically tried to explore how gender influenced the relationship between… read more here.
Keywords: proximity marketing; innovativeness; gender; marketing ... See more keywords
Quantitative Evaluation of Sustainable Marketing Effectiveness: A Polish Case Study
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DOI: 10.3390/su16093877
Abstract: This research investigates the sustainable marketing effectiveness of Poland’s fruit and vegetable industry using a seminal approach to analyze the interconnected dynamics among all factors and highlight pivotal elements through a structural model. Methodologically, the… read more here.
Keywords: industry; sustainable marketing; marketing; sustainability ... See more keywords
The impact of leadership styles on marketing effectiveness and financial performance in Jordanian banks sectors: Corporate social responsibility as a mediator
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DOI: 10.5267/j.uscm.2024.5.004
Abstract: Human abilities are the primary factors that define the path of the corporation's improvement; these capabilities can be improved via training, experience, education, and innovation. Therefore, the current study delves into the impact of different… read more here.
Keywords: styles marketing; financial performance; social responsibility; leadership ... See more keywords