Digital marketing communication in global marketplaces: A review of extant research, future directions, and potential approaches

V Shankar, D Grewal, S Sunder, B Fossen… - International Journal of …, 2022 - Elsevier
Digital marketing communication, that is, communication through digital or electronic media
among businesses and consumers, is growing rapidly, especially during the COVID-19 era …

Effects of traditional advertising and social messages on brand-building metrics and customer acquisition

L De Vries, S Gensler, PSH Leeflang - Journal of Marketing, 2017 - journals.sagepub.com
This study examines the relative effectiveness of traditional advertising, impressions
generated through firm-to-consumer (F2C) messages on Facebook, and the volume and …

Crisis management strategies and the long-term effects of product recalls on firm value

Y Liu, V Shankar, W Yun - Journal of Marketing, 2017 - journals.sagepub.com
Companies increasingly face product harm crises resulting in product recalls, which often
have a negative impact on firm value. Whereas prior research has studied the short-term …

Seeding as part of the marketing mix: word-of-mouth program interactions for fast-moving consumer goods

F Dost, U Phieler, M Haenlein, B Libai - Journal of Marketing, 2019 - journals.sagepub.com
Seeded marketing campaigns (SMCs) have become part of the marketing mix for many fast-
moving consumer goods (FMCG) companies. In addition to making large investments in …

Does family involvement foster or hinder firm performance? The missing role of family-based branding strategies

C Gallucci, R Santulli, A Calabrò - Journal of Family Business Strategy, 2015 - Elsevier
Considering family involvement exclusively through “demographic criteria” does not allow to
properly catching the effects of this unique resource on family firms performance. The aim of …

A process perspective on experience co-creation: How pre-trip involvement prompts destination loyalty

L Cao, D Xie, Y Qu - Tourism Management, 2023 - Elsevier
Although the existing literature has suggested that tourists' experience co-creation during or
after trips benefits destination loyalty, knowledge of how pre-trip behavior impacts future …

Consumer attitude metrics for guiding marketing mix decisions

DM Hanssens, KH Pauwels, S Srinivasan… - Marketing …, 2014 - pubsonline.informs.org
Marketing managers often use consumer attitude metrics such as awareness, consideration,
and preference as performance indicators because they represent their brand's health and …

Media exposure through the funnel: A model of multi-stage attribution

V Abhishek, P Fader, K Hosanagar - Available at SSRN 2158421, 2012 - papers.ssrn.com
In this paper, we address the problem of advertising attribution by developing a Hidden
Markov Model (HMM) of an individual consumer's behavior based on the concept of a …

Decomposing the impact of advertising: Augmenting sales with online search data

Y Hu, RY Du, S Damangir - Journal of marketing research, 2014 - journals.sagepub.com
Unlike sales data, data on intermediate stages of the purchase funnel (eg, how many
consumers have searched for information about a product before purchase) are much more …

What does the audience care? The effects of travel vlog information quality on travel intention

X Zhou, JWC Wong, D Xie, R Liang… - … Quality Management & …, 2023 - Taylor & Francis
Although travel vlogs have recently been adopted as digital marketing tools to promote
tourist spots, relatively little is known about which attributes of travel vlogs and how these …