[HTML][HTML] The effect of social networks structure on innovation performance: A review and directions for research
Research on growth of innovations introduced to the market has gradually shifted its focus
from aggregate-level diffusion to exploring how growth is influenced by a given social …
from aggregate-level diffusion to exploring how growth is influenced by a given social …
Online influencer marketing
Online influencer marketing (OIM) has become an integral component of brands' marketing
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …
strategies; however, marketers lack an adequate understanding of its scope, effectiveness …
Finding goldilocks influencers: How follower count drives social media engagement
Influencers' follower count, or indegree, is a key criterion that advertisers use when devising
influencer marketing campaigns. However, whether influencers with lower or higher follower …
influencer marketing campaigns. However, whether influencers with lower or higher follower …
AI-Enabled marketing capabilities and the hierarchy of capabilities: Conceptualization, proposition development, and research avenues
KT Manis, S Madhavaram - Journal of Business Research, 2023 - Elsevier
All marketing capabilities can be enabled by technology. One such technology–artificial
intelligence (AI)–holds significant potential for enabling marketing capabilities. While …
intelligence (AI)–holds significant potential for enabling marketing capabilities. While …
The history of academic research in marketing and its implications for the future
BT Ratchford - Spanish Journal of Marketing-ESIC, 2020 - emerald.com
Purpose The purpose of this study is to determine what the history of research in marketing
implies for the reaction of the field to recent developments in technology due to the internet …
implies for the reaction of the field to recent developments in technology due to the internet …
Revenue generation through influencer marketing
Direct-to-consumer firms increasingly believe that influencer marketing is an effective option
for seeding. However, the current managerially relevant question for direct-to-consumer …
for seeding. However, the current managerially relevant question for direct-to-consumer …
Influencing social media influencers through affiliation
Social media influencers are category enthusiasts who often post product recommendations.
Firms sometimes pay influencers to skew their product reviews in favor of the firm. We ask …
Firms sometimes pay influencers to skew their product reviews in favor of the firm. We ask …
Seeding as part of the marketing mix: word-of-mouth program interactions for fast-moving consumer goods
Seeded marketing campaigns (SMCs) have become part of the marketing mix for many fast-
moving consumer goods (FMCG) companies. In addition to making large investments in …
moving consumer goods (FMCG) companies. In addition to making large investments in …
Is distance really dead in the online world? The moderating role of geographical distance on the effectiveness of electronic word of mouth
V Todri, P Adamopoulos, M Andrews - Journal of Marketing, 2022 - journals.sagepub.com
The authors investigate how the geographical distance between online users is associated
with electronic word-of-mouth (eWOM) effectiveness. Their research leverages variation in …
with electronic word-of-mouth (eWOM) effectiveness. Their research leverages variation in …
Marketing and social networks: a criterion for detecting opinion leaders
Purpose The purpose of this paper is to use the practical application of tools provided by
social network theory for the detection of potential influencers from the point of view of …
social network theory for the detection of potential influencers from the point of view of …