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The proposed strategy serves as a guideline for small business entrepreneurs on how to strategically use social media for marketing.
This research provides valuable insights on the role of social media in social entrepreneurship and the social media adoption process in social enterprises.
Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing.
The study offers valuable theoretical insight on social media marketing actions and the deployment of social media marketing strategies in companies.
These findings have important implications for how firms can conduct social media marketing to minimize negative purchase outcomes.
The investigation also provides hints about how to maximize the benefits from social media marketing for customer-oriented, market-driven organizations.
This study confirms the growing importance of perceived social media marketing activities in envisioning brand loyalty and provides insights on impact of social media on materialism and conspicuous consumption.