The marketing mix (MM) is an integral part of a firm's marketing strategy sitting at the nexus
between a company and the marketplace. As such, it evolves together with the marketplace …

Purpose The purpose of this paper is to investigate the effects of a particular form of
sponsorship disclaimer in sponsored content by social media influencers (SMIs), namely a …

Public health organizations are increasingly turning to social media as a channel for health
campaign dissemination, as these platforms can provide access to “hidden” or at-risk …

In the digital era, marketers increasingly use storytelling techniques to narratively transport
and persuade their customers. This paper pursues three primary objectives:(1) to integrate …

Social media has provided endless opportunities for marketers, fuelling their desire to learn
more about their consumers through this dynamic online environment. Yet many …

Sponsored news is a form of native advertising that has engendered much hope as a
solution for digital publishing revenue woes, but also much concern about whether the …

With advertising practice and research changing significantly in the last decade, it is likely
that the definition of advertising also needs some transformation. Rather than broadening …

Purpose This study examines the research that has been conducted on user-generated
advertising content in the social marketing strategies of commercial brands to understand …

ABSTRACT Ailesh Green Consulting is an environmental consulting service with the target
is a company that produces waste, especially companies that are included in the gold …

It is well established that the internet, and particularly the unprecedented growth of social
media, are changing the mediascape and media practices in advertising, public relations …