Samankaltainen aineisto
Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.
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Digital content marketing on social media along the B2B customer journey : The effect of timely content delivery on customer engagement
Salonen, Anna; Mero, Joel; Munnukka, Juha; Zimmer, Marcus; Karjaluoto, Heikki (Elsevier, 2024)This study demonstrates the importance of content timeliness as a driver of engagement in business markets. Through an experimental approach, we show that if the customer is exposed to firm-generated content that he or she ... -
Facebook content marketing for Finnish plant-based protein producers
Ivanova, Ekaterina (2021)In Finland, the consumption of plant-based protein products has been increasing. Despite a wide choice of imported plant-based protein products in supermarkets, Finns tend to favor local brands. Moreover, Finnish plant-based ... -
B2B influencer marketing : Conceptualization and four managerial strategies
Mero, Joel; Vanninen, Heini; Keränen, Joona (Elsevier, 2023)While there is a growing body of research on influencer marketing, it focuses almost exclusively on the consumer marketing context, and offers limited insights for business-to-business (B2B) organizations. To address this ... -
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market
Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; Asiati, Diah Isnaini (SAGE Publications, 2023)This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the ... -
The usage of digital marketing channels in SMEs
Taiminen, Heini; Karjaluoto, Heikki (Emerald Group Publishing Limited, 2015)Purpose – The purpose of this paper is to provide insights into the utilization and goals of digital marketing, and examines factors that influence the adoption and use of digital marketing channels in SMEs. Design/m ...
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