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• Digitaalinen markkinointi teollisuusyrityksissä : tutkimusraportti 

  Karjaluoto, Heikki; Töllinen, Aarne; Tenhunen, Antti; Leppäniemi, Matti (Jyväskylän yliopiston kauppakorkeakoulu, 2011)

• 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 ...

• 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 ...

• The Authenticity of Micro-influencers Producing Paid Content for Social Media in Viet Nam 

  Pham, Phuong Anh (2023)

  Recently, influencer marketing is not only welcomed by brands, but the topic also attracts scholars’ attention. With the rise of e-commerce, social media and influencer marketing in Viet Nam, many brands can easily reach ...

• Expectations, objectives and use of digital marketing in Finnish ice hockey sponsorship - Case Liiga Oy 

  Rapola, Juha (2019)

  Sponsorointi on elintärkeä tulonlähde useimmille urheiluorganisaatioille. Sponsorointi on siirtynyt jatkuvasti enemmän kohti yhteistyösuhdetta, jossa sponsoroinnin arvo luodaan yhteistyönä. Sponsorointitulojen takaamiseksi myös ...