Näytetään aineistoja, joilla on samankaltainen nimeke tai asiasanat.

• Generation Z and Digital Marketing 

  Karjaluoto, Heikki; Niininen, Outi; Mäkitalo Anni (Cambridge University Press, 2023)

• 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 ...

• Setting the future of digital and social media marketing research : perspectives and research propositions 

  Dwivedi, Yogesh K.; Ismagilova, Elvira; Hughes, D. Laurie; Carlson, Jamie; Filieri, Raffaele; Jacobson, Jenna; Jain, Varsha; Karjaluoto, Heikki; Kefi, Hajer; Krishen, Anjala S.; Kumar, Vikram; Rahman, Mohammad M.; Raman, Ramakrishnan; Rauschnabel, Philipp A.; Rowley, Jennifer; Salo, Jari; Tran, Gina A.; Wang, Yichuan (Elsevier, 2021)

  The use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower ...

• Digital content marketing in business markets : Activities, consequences, and contingencies along the customer journey 

  Terho, Harri; Mero, Joel; Siutla, Lotta; Jaakkola, Elina (Elsevier, 2022)

  Fundamental shifts in business-to-business (B2B) buying behavior make digital content marketing (DCM) a strategic priority for vendors, though firms struggle to achieve its full potential, as a customer-centric marketing ...

• Perceptions of content marketing : case study on Finnish companies 

  Hänninen, Heli (2015)

  The discipline of marketing has gone through some major changes over the past couple of decades. The power is moving away from companies to consumers, who are playing a more significant role than ever before. Furthermore, ...