Charting value creation strategies B2B salespeople use throughout the sales process: learning from social media influencers
Purpose This paper aims to explore how business-to-business (B2B) salespeople use social
media and emulate value creation strategies used by social media influencers …
media and emulate value creation strategies used by social media influencers …
Problematic use of social media: The influence of social environmental forces and the mediating role of copresence
J Zhang, H Bai, J Lu, L Zheng - Heliyon, 2023 - cell.com
People's dependence on technology in the digital environment has increasingly become the
focus of academic and social attention. Social media, in particular, with the functions of …
focus of academic and social attention. Social media, in particular, with the functions of …
[HTML][HTML] Tricks of the trade: Understanding and utilizing influencer tactics to improve retailer performance
Despite their impact on contemporary purchase decisions, academic research has given
little attention to how social media influencers are impacting the retail ecosystem. This paper …
little attention to how social media influencers are impacting the retail ecosystem. This paper …
Continued engagement intention with social media influencers: the role of experience
Purpose The emergence of social media platforms has revolutionized how brands develop
partnerships with social media influencers (SMIs). However, users are seeking more …
partnerships with social media influencers (SMIs). However, users are seeking more …
Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning
Many luxury brands are investing heavily in creating dynamic video content to actively
engage consumers. While it is straightforward to calculate the views or “likes” from a …
engage consumers. While it is straightforward to calculate the views or “likes” from a …
Virtual Reality Marketing: What Does It Mean to Have a 3D Experience? Effects of Stereopsis on Consumer Perceptions and Marketing Outcomes
The authors conduct a systematic literature review and propose steps toward conceptual
clarity to distinguish between 2D and 3D VR. Next, differences are investigated between 2D …
clarity to distinguish between 2D and 3D VR. Next, differences are investigated between 2D …
When in Rome, do as the Romans do: differences of interactive behaviors across social media networks
Q Yao - The Palgrave Handbook of Interactive Marketing, 2023 - Springer
This chapter proposes five social media categories, overviews category representatives and
their user profiles, and summarizes five interactive marketing features. The chapter also …
their user profiles, and summarizes five interactive marketing features. The chapter also …
Roadblock Advertising In the Digital Context: Does Paying to Limit Competing Messages Pay Off?
Roadblock advertising involves limiting or blocking access to competing advertisements for
a period of time and can be a useful option in the face of media fragmentation. This study …
a period of time and can be a useful option in the face of media fragmentation. This study …
[PDF][PDF] STRUCTURED ABSTRACT
Purpose: This paper explores how business-to-business (B2B) salespeople use social
media and emulate value creation strategies employed by social media influencers …
media and emulate value creation strategies employed by social media influencers …