| What messages to post? Evaluating the popularity of social media communications in business versus consumer markets K Swani, GR Milne, BP Brown, AG Assaf, N Donthu Industrial marketing management 62, 77-87, 2017 | 586 | 2017 |
| Should tweets differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications K Swani, BP Brown, GR Milne Industrial marketing management 43 (5), 873-881, 2014 | 480 | 2014 |
| Spreading the word through likes on Facebook: Evaluating the message strategy effectiveness of Fortune 500 companies K Swani, G Milne, B P. Brown Journal of Research in Interactive Marketing 7 (4), 269-294, 2013 | 418 | 2013 |
| Evaluating Facebook brand content popularity for service versus goods offerings K Swani, G Milne Journal of Business Research 79 (October), 123-133, 2017 | 144 | 2017 |
| The impact of pronoun choices on consumer engagement actions: Exploring top global brands' social media communications LI Labrecque, K Swani, AT Stephen Psychology & Marketing 37 (6), 796-814, 2020 | 135 | 2020 |
| Like, Comment, or Share? Self-presentation vs. brand relationships as drivers of social media engagement choices K Swani, LI Labrecque Marketing Letters 31 (2), 279-298, 2020 | 121 | 2020 |
| The impact of violent humor on advertising success: A gender perspective K Swani, MG Weinberger, CS Gulas Journal of Advertising 42 (4), 308-319, 2013 | 118 | 2013 |
| Brand communities: A literature review and future research agendas using TCCM approach D Roy Bhattacharjee, D Pradhan, K Swani International Journal of Consumer Studies 46 (1), 3-28, 2022 | 109 | 2022 |
| Interactions between price and price deal K Swani, B Yoo Journal of Product & Brand Management 19 (2), 143-152, 2010 | 104 | 2010 |
| The untapped potential of B2B advertising: A literature review and future agenda K Swani, BP Brown, SM Mudambi Industrial Marketing Management 89, 581-593, 2020 | 96 | 2020 |
| To “free” or not to “free”: Trait predictors of mobile app purchasing tendencies JB Dinsmore, K Swani, RG Dugan Psychology & Marketing 34 (2), 227-244, 2017 | 88 | 2017 |
| Managing product safety of imported Chinese goods B Berman, K Swani Business Horizons 53 (1), 39-48, 2010 | 70 | 2010 |
| Social media services branding: The use of corporate brand names K Swani, GR Milne, EG Miller Journal of Business Research 125, 785-797, 2021 | 57 | 2021 |
| When data security goes wrong: Examining the impact of stress, social contract violation, and data type on consumer coping responses following a data breach LI Labrecque, E Markos, K Swani, P Peña Journal of Business Research 135, 559-571, 2021 | 56 | 2021 |
| Understanding responses to comedic advertising aggression: the role of vividness and gender identity MG Weinberger, K Swani, HJ Yoon, CS Gulas International Journal of Advertising, 2016 | 49 | 2016 |
| Revisiting trust and privacy concern in consumers’ perceptions of marketing information management practices: Replication and extension K Swani, GR Milne, AN Slepchuk Journal of Interactive Marketing 56 (1), 137-158, 2021 | 48 | 2021 |
| To app or not to app: A business-to-business seller's decision K Swani Industrial Marketing Management 93, 389-400, 2021 | 44 | 2021 |
| Fortune 500 companies' use of twitter communications: A comparison between product and service tweets. K Swani, GR Milne, C Cromer, BP Brown International journal of integrated marketing communications 5 (2), 2013 | 39 | 2013 |
| Understanding business student retention during covid-19: roles of service quality, college brand, and academic satisfaction, and stress K Swani, W Wamwara, K Goodrich, S Schiller, J Dinsmore Services Marketing Quarterly 43 (3), 329-352, 2022 | 38 | 2022 |
| Overcoming privacy concerns in consumers’ use of health information technologies: A justice framework AN Slepchuk, GR Milne, K Swani Journal of Business Research 141, 782-793, 2022 | 30 | 2022 |
George R. MilneProfessor of Marketing, University of Massachusetts AmherstПотвърден имейл адрес: isenberg.umass.edu