Atanassova, I & Clark, L 2015, 'Social media practices in SME marketing activities: A theoretical framework and research agenda', Journal of Customer Behaviour, vol. 14, no. 2, pp. 163-183.Atanassova, I., and L. Clark, 2015. "Social Media Practices in SME Marketing Activities: A ...
(2013). "Theoretical framework of social marketing effectiveness: Drawing the big picture on its functioning", Journal of Nonprofit & Public Sector Marketing, Vol. 25, No. 3, pp. 211-236.Thaler, J., Helmig, B. (2013). Theoretical framework of social marketing effectiveness - Drawing the ...
Managerial implications have great relevance for public and nonprofit management, as social marketing strongly influences the work and mission of public and nonprofit organizations. 展开 关键词: social marketing effectiveness social problems behavior change theoretical framework ...
Elementsofstrategicsocialmediamarketing:Aholisticframework RetoFelix a ,PhilippA.Rauschnabel b, ⁎,ChrisHinsch c a MarketingDepartment,CollegeofBusinessandEntrepreneurship,TheUniversityofTexasRioGrandeValley,1201WUniversityDr.,Edinburg,TX78501,USA b DepartmentofManagementStudies,CollegeofBusiness,TheUniversityof...
The value of using organisational learning as a framework for social media marketing is shown. Thus, the paper presents a novel way of studying social media activities which should contribute to the theoretical fields of organisational learning and entrepreneurship as well as to the understanding of ...
Social media has been widely touted by the popular media as an ideal tool to develop and sustain positive relationships between an organization and its stakeholders through the creation of dialogue. This research explores the validity of this claim via relationship marketing theory. The specific goal...
A strategic business change impacts all the aspects of the company; people, culture, process, technology and also the implementation of social media strategy. Applying social media as a business strategy and not just a platform for marketing allows companies to find an appropriate use for social ...
Within public relations the questions of ethical theory and practice have been given new momentum with the rise of influencers in social media, such as bloggers, and the related phenomenon of stealth marketing. This paper explores the vi... C Archer,S Pettigrew,P Harrigan - 《Asia Pacific Pu...
Hence, this study had successfully implemented TAM to the newly proposed information system (social networks marketing system). Using TAM as a theoretical framework, the study added two new constructs "perceived credibility" and "awareness" as part of the factors influencing user's acceptance of ...
Theoretical framework The first wave of research of emerging phenomena such as social media has often focused on the uptake, with particular emphasis on the characteristics of the phenomena (Magro, 2012). This is well reflected in the adoption and diffusion of innovation contributions. This stream ...