Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward
Although various critical elements, such as media publicity, word of mouth, legislation, and
environmental factors, are not under the control of a company, they play a significant role in …
environmental factors, are not under the control of a company, they play a significant role in …
[HTML][HTML] Linking the potentials of extended digital marketing impact and start-up growth: Developing a macro-dynamic framework of start-up growth drivers supported …
The contemporary market positions digital marketing as a powerful mediator between
efficient digital interaction, data interpretation opportunities, and business growth, while …
efficient digital interaction, data interpretation opportunities, and business growth, while …
[HTML][HTML] Curiosity on cutting-edge technology via theory of planned behavior and diffusion of innovation theory
Despite the growing importance of cutting-edge technologies, little is still known about the
effects of psychological and technical factors on these technologies as associated with …
effects of psychological and technical factors on these technologies as associated with …
Responsible digital transformation for a sustainable society
In the ever-evolving area of digital transformation, following responsible and sustainable
practices is essential. This editorial article discusses the importance of responsible digital …
practices is essential. This editorial article discusses the importance of responsible digital …
Investigating the impact of AI-powered technologies on Instagrammers' purchase decisions in digitalization era–A study of the fashion and apparel industry
Over the last couple of decades, technological advancements have accelerated
exponentially, especially in the realm of online social networking networks. The artificial …
exponentially, especially in the realm of online social networking networks. The artificial …
[HTML][HTML] Artificial intelligence as an enabler of B2B marketing: A dynamic capabilities micro-foundations approach
Over the past few decades research has predominantly focused on the technical aspects
and theoretical challenges of Artificial Intelligence (AI). With the deluge of data and the …
and theoretical challenges of Artificial Intelligence (AI). With the deluge of data and the …
[HTML][HTML] Influence of self-perceived creativity and social media use in predicting E-entrepreneurial intention
F Abdelfattah, H Al Halbusi, RM Al-Brwani - International Journal of …, 2022 - Elsevier
Entrepreneurship has gained widespread attention in the 21st century. This study aims to
examine the direct effect of self-perceived creativity on e-entrepreneurship intention and the …
examine the direct effect of self-perceived creativity on e-entrepreneurship intention and the …
[HTML][HTML] Effectiveness of B2B social media marketing: The effect of message source and message content on social media engagement
Social media message strategy is critical in determining how customers will engage with
B2B firms on social media platforms. The present study examined the role of message …
B2B firms on social media platforms. The present study examined the role of message …
The impact of social media marketing for Indonesian SMEs sustainability: Lesson from Covid-19 pandemic
The Covid-19 pandemic has imposed the government to provide a mass restriction policy,
and businesses respond to this issue by adopting technology and social media marketing …
and businesses respond to this issue by adopting technology and social media marketing …
Do social media marketing activities improve brand loyalty? An empirical study on luxury fashion brands
This research aims to investigate the impact of social media marketing activities (SMMa) on
brand loyalty directly and through mediating variables community engagement and …
brand loyalty directly and through mediating variables community engagement and …