This study proposes that the benefits gained from marketing performance measurement are
determined by how an organization exploits the metrics system under specific …

Consumers are adopting increasingly active roles in co-creating marketing content with
companies and their respective brands. In turn, companies and organizations are looking to …

Previous research has established the benefits of branding for business-to-business (B2B)
organizations. Various tools can be used to support B2B brands, including the internet and …

This study explores the influence of user motivation to engage in online social networking on
responses to social media marketing. It addresses two aspects of user motivation, need for …

This study contributes to the emerging B2B digital marketing literature by providing a
realistic overview of the usage, measurement practices, and barriers surrounding digital …

Consumer resonance is powerful in affecting a user's image of products and, as this
resonance expands with iterative enforcement, the user's buying intention can be strongly …

Embodying a new gestalt in firm-customer communication, social media is a nascent yet
critical concern for researchers and practitioners alike. Organizations lack valid and reliable …

Companies should know their customers, and more than simply the market expectations,
managers should track consumers' experiences, particularly the interactions they have in the …

Untitled Page 1 Page 2 DIGITAL ADVERTISING Digital Advertising offers a detailed and
current overview of the field that draws on current research and practice by introducing key …

This study presents a review of the advertising literature published in the Journal of
Interactive Advertising (JIAD) through the application of a paradigm funnel. The technique is …