[PDF][PDF] Digital content marketing: Conceptual review and recommendations for practitioners
AR Lopes, B Casais - Academy of Strategic Management Journal, 2022 - researchgate.net
The development of digital content marketing is increasingly a relevant and valuable task in
digital marketing agencies in order to attract prospective consumers on digital platforms and …
digital marketing agencies in order to attract prospective consumers on digital platforms and …
The mediating effect of brand image on the relationships between social media advertising content, sales promotion content and behaviuoral intention
Purpose This study aims to answer an important question of how brand-related
communications, including advertising and sales promotion contents, which are …
communications, including advertising and sales promotion contents, which are …
A multi-analytic approach to predict social media marketing influence on consumer purchase intention
Purpose Based on the stimulus-organism-response (SOR) framework, this study aims to
investigate the effect of social media marketing (SMM) activities on consumers' purchase …
investigate the effect of social media marketing (SMM) activities on consumers' purchase …
The impact of social media marketing communications on consumer response during the COVID-19: does the brand equity of a university matter?
The main objective of the current study is to investigate the impact of social media marketing
communication on the consumer response to University in UAE during COVID-19. In …
communication on the consumer response to University in UAE during COVID-19. In …
The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic
Purpose This study aims to investigate the impact of the source of the content in social
media communication and the content distribution intensity on consumer-based brand …
media communication and the content distribution intensity on consumer-based brand …
Social media communication with intensified pandemic fears: evaluating the relative impact of user-and firm-generated content on brand loyalty
L Heng Wei, O Chuan Huat… - Asia-Pacific Journal of …, 2023 - emerald.com
Purpose The purpose of this study is to analyse user-generated content and firm-generated
content on perceived quality and brand trust, and eventually how it impacted brand loyalty …
content on perceived quality and brand trust, and eventually how it impacted brand loyalty …
Understanding users' continuous content contribution behaviours on microblogs: An integrated perspective of uses and gratification theory and social influence theory
Microblogs are revolutionising the way users produce, consume and distribute short content.
The continuous content contributions of users are crucial for the sustainable development of …
The continuous content contributions of users are crucial for the sustainable development of …
The impact of social media marketing and brand credibility on higher education institutes' brand equity in emerging countries
Social media marketing facilitated prospective students to communicate and collaborate to
gather information relevant to higher education institutions and their respective brand equity …
gather information relevant to higher education institutions and their respective brand equity …
Exploring the relationship between corporate social responsibility, trust, corporate reputation, and brand equity
Y Zhao, M Abbas, M Samma, T Ozkut, M Munir… - Frontiers in …, 2021 - frontiersin.org
The purpose of this study is to investigate the relationship between corporate social
responsibility (CSR), corporate reputation (CR), and brand equity (BE). Building on the …
responsibility (CSR), corporate reputation (CR), and brand equity (BE). Building on the …
The role of perceived social media agility in customer engagement
Purpose The concept of agility has been applied to several domains to help firms develop
the capability to quickly adjust their operations to cope and thrive in environments …
the capability to quickly adjust their operations to cope and thrive in environments …