In recent years, due to the extensive use of social media advertisement and the
development of social commerce tools, scholars and practitioners pay more attention to …

Now in its second edition, this textbook explores the continuing transformation of advertising,
sales promotion, and public relations functions within the marketing discipline. The content …

As social media increasingly penetrate the business world, it is important to understand the
underlying reasons for companies to adopt social networks marketing (SNM). This study …

This paper explores the emerging consistencies in the implementation of social media
marketing by SMEs and classifies these recurring patterns into a taxonomy of managerially …

In formulating advertising and marketing strategies, marketers usually ignore cultural values
at their peril. Little is known about the effects of national culture on individuals' attitude …

As a marketing tool, internet and digital media is a significant strategic weapon which goes
beyond borders and targets the specific audience in accordance to the consumer needs. It is …

Advertising is a company's major form of communication with the market; it is a component of
the IMC system, having a special impact on the addressee, and is a form of persuasive …

Social media is the “BOOM” of 21st century. It is not only used for chatting (or)
communication purposes between two individuals but can also be used as an excellent …

A few years ago, marketing managers considered the Internet as another advertising
channel and used it as a magazine advertisement, equipped with sound and motion. They …

This study examines the influence of advertising on the profitability of public and private
sector commercial banks over the period of 2008-2012. Bank's profitability is measured in …