Samankaltainen aineisto
Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.
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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 ... -
Social media and consumer power : Opportunities and challenges for digital marketing activities
Vollero, Agostino; Valentini, Chiara (Routledge, 2022)Social Media (SM) have not only become an important part of daily life for individuals, governments and organisations but have also transformed the way people work, learn, consume and socially interact. There are many SM ... -
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 ... -
Digitization of the communication and its implications for marketing
Lipiäinen, Heini (University of Jyväskylä, 2014)
Ellei toisin mainittu, julkisesti saatavilla olevia JYX-metatietoja (poislukien tiivistelmät) saa vapaasti uudelleenkäyttää CC0-lisenssillä.