[HTML][HTML] Customer engagement and social media: Revisiting the past to inform the future
Customer engagement (CE) is a marketing concept of great importance and the rise of
social media has further amplified the importance of this concept. Yet, our understanding of …
social media has further amplified the importance of this concept. Yet, our understanding of …
Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review
Social media are increasingly becoming a valuable tool for Business-to-Business (B2B)
organizations. However, social media research in B2B lacks a comprehensive overview …
organizations. However, social media research in B2B lacks a comprehensive overview …
[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 …
Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda
Although social media use is gaining increasing importance as a component of firms'
portfolio of strategies, scant research has systematically consolidated and extended …
portfolio of strategies, scant research has systematically consolidated and extended …
The digital marketing capabilities gap
Over the past two decades, digitalization has revolutionized not only consumer marketing
but also industrial marketing. Both industrial marketing scholars and industrial marketers …
but also industrial marketing. Both industrial marketing scholars and industrial marketers …
Sentiment analysis of public services for smart society: Literature review and future research directions
S Verma - Government Information Quarterly, 2022 - Elsevier
Businesses use sentiment analysis for market insights to improve performance. Sentiment
analysis application in building a smart society is immense, and there is a need to delineate …
analysis application in building a smart society is immense, and there is a need to delineate …
Social media adoption, usage and impact in business-to-business (B2B) context: A state-of-the-art literature review
YK Dwivedi, E Ismagilova, NP Rana… - Information Systems …, 2023 - Springer
Social media plays an important part in the digital transformation of businesses. This
research provides a comprehensive analysis of the use of social media by business-to …
research provides a comprehensive analysis of the use of social media by business-to …
[HTML][HTML] The integrated use of social media, digital, and traditional communication tools in the B2B sales process of international SMEs
Social media and digital tools are gradually changing the way firms market themselves.
Understanding how these communication tools are used by sales functions within business …
Understanding how these communication tools are used by sales functions within business …
Marketing in the metaverse era: toward an integrative channel approach
Z Ramadan - Virtual Reality, 2023 - Springer
The development pace of digital socialization has accelerated drastically in the past decade,
especially with the COVID-19 pandemic. Through that continuing digital shift, the idea of the …
especially with the COVID-19 pandemic. Through that continuing digital shift, the idea of the …
Digital marketing for B2B organizations: structured literature review and future research directions
N Pandey, P Nayal, AS Rathore - Journal of Business & Industrial …, 2020 - emerald.com
Digital marketing for B2B organizations: structured literature review and future research
directions | Emerald Insight Books and journals Case studies Expert Briefings Open Access …
directions | Emerald Insight Books and journals Case studies Expert Briefings Open Access …