Journal ArticleDOI
Small Service Businesses: Advertising Attitudes and The Use of Digital and Social Media Marketing
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Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty as mentioned in this paper. However, in recent years advertising has changed. Digital marketing and social media marketing ha...Abstract:
Advertising is embraced by companies as a means of building awareness, sales, and customer loyalty. However, in recent years advertising has changed. Digital marketing and social media marketing ha...read more
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Social media and entrepreneurship research: A literature review
TL;DR: While most papers investigated the factors that drive social media adoption and use by entrepreneurs, it was found that the use of social media by entrepreneurs had transcended marketing and it is now used in business networking, information search and crowdfunding for their business.
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Marketing perspectives on digital business models: A framework and overview of the special issue
TL;DR: This editorial discusses the relevance of digital business models, a conceptual framework is proposed, and how digitalbusiness models affect firms, firm performance, and markets, and introduces the papers in this issue and shows how each fit within the conceptual framework.
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Consumer engagement on social media: Evidence from small retailers
TL;DR: In this article, the authors investigated which characteristics of the social media posts of small retail firms in Tasmania, Australia elicit higher levels of consumer engagement, and found that Facebook received significantly higher level of engagement compared with Twitter and Instagram.
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The Dark Side of Social Media: Content Effects on the Relationship Between Materialism and Consumption Behaviors
TL;DR: In this article , the authors tested materialism's direct and indirect impacts on compulsive, conspicuous, and impulsive buying, adding two mediators: attitudes toward social media content (SCM) and social media intensity (SMI).
Journal ArticleDOI
Television And Advertising: The History Of Tv Advertising From And Industrial Look
TL;DR: In this article, the effects of television to the advertising industry within media and the story of television and advertising from the past are discussed and a special interest is given to the advantages and disadvantages of TV advertising and explore this from industrial and academic perspective.
References
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Journal ArticleDOI
Development of a Scale to Measure Consumer Skepticism Toward Advertising
TL;DR: In this paper, a 9-item Likert-type scale was developed to measure consumer skepticism toward advertising, defined as the general tendency toward disbelief of advertising claims, was hypothesized to be a basic marketplace belief that varies across individuals and is related to general persuasability.
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A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
Cait Lamberton,Andrew T. Stephen +1 more
TL;DR: In this paper, the authors track the changes in scholarly researchers' perspectives on three major digital, social media, and mobile (DSMM) marketing themes from 2000 to 2015, and identify key themes emerging in five-year time frames during this period.
Journal ArticleDOI
From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior
TL;DR: In this article, the authors examined the effect of firm-generated content (FGC) in social media on three key customer metrics: spending, cross-buying, and customer profitability.
Journal ArticleDOI
Here's the Beef: Factors, Determinants, and Segments in Consumer Criticism of Advertising:
Richard W. Pollay,Banwari Mittal +1 more
TL;DR: A comprehensive model of attitudes toward advertising includes three personal utility factors (product information, social image information, and hedonic amusement) and four socioeconomic factors (economic factors).
Journal ArticleDOI
Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics
TL;DR: A longitudinal study of middle school students examined adolescents' skepticism toward advertising and their beliefs about the persuasive tactics advertisers employ as mentioned in this paper and found that knowledge about advertiser tactics developed in the direction of adult understanding.