Heini Taiminen

TL;DR: In this article, the authors provide insights into the utilization and goals of digital marketing, and examine factors that influence the adoption and use of Digital marketing channels in SMEs, and reveal that SMEs seem not use the full potential of the new digital tools, and so are not deriving benefit from the opportunities they provide.

TL;DR: In this paper, the authors investigate the organizational processes for developing valuable and timely content to meet customer needs and for integrating content marketing with B2B selling processes and demonstrate the use of marketing automation to generate high-quality sales leads through behavioral targeting and content personalization.

TL;DR: In this article, the authors examined the service experience in an online support community of consumers to understand the nature of social support and how it is experienced and enacted by vulnerable consumers, and found that online social support groups can be used as an online third place to support vulnerable consumers.

TL;DR: In this article, a comprehensive framework was developed to capture the complexity of the co-creation of transformative value experienced by the consumers of online transformative services, and the degree of co-created value differs across the consumption experience but culminates over time into transformative value.

TL;DR: Results show that active participants on online community platforms perceive their service experience more positively, follow instructions more precisely, have a more positive perception of achieving their goals, and also feel that they receive more social support than do those who do not actively participate in online community channels, although no differences were found related to weight loss itself.