Marketing
Controllable Antecedents To Boosting Word-of-Mouth On Social Media: Empirical Evidence From Twitter
This paper examines the burst of word-of-mouth on social media(i.e., ewoM), focusing on the marketing stimuli that are controllable by marketers. Through analysis of textbased user-generated contents Read More »
An Investigation Of How Managers’ Mental Models Of Business-Consumer Interaction Influence The
The paper empirically illustrates how mental models influence how managers implement social media in their businesses. we posit that managers’ use of social media is constrained by four mental Read More »
Author: Pernille Rydén, Torsten Ringberg, Ricky Wilke
Contributor: eb™ Research Team
Time Pressure And Time Planning In Explaining Advertising Avoidance Behavior
In this study two factors, central to time allocation theory, are identified as relevant to an understanding of television advertising avoidance behaviour: time pressure and time planning. Drawing Read More »
Analyzing Industrial Services From A Customer Perspective
Service-led growth is a popular but rarely reached objective among industrial companies. However, current research analyses this important strategy mainly from a supplier perspective. Instead, we Read More »
Inspire To Delight: The Effects Of Customer Inspiration On Consumers’ Purchase Decisions
In an affluent consumer society characterized by an abundance of products and information customers with high demands seek new inspiration and individual solutions. However customer inspiration (CI) Read More »
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