Add to ORKGIn Essay I, the author develops and validates a 4-dimensional second-order measurement model including 17 items to assess consumer perceived firm-generated content value in social media. In addition, the author calculates a multi-group model, revealing that marketers should particularly pay attention to emphasize informative content on Twitter, entertaining content on Instagram, and empathic content on Facebook. Essay II includes a field experiment on Facebook. The author investigates key characteristics of Digital Content Marketing in comparison to Digital Advertising. Moreover, the author demonstrates that perceived content value significantly translates through a positive attitude toward the content into purchase intention and content po...
Understanding content-based promotion and marketing on various social media is fascinating for acade...
In technology driven world, social media has become one of the cornerstones for growing a successful...
This article reviews recently published research about consumers in digital and social media marketi...
Digital content is steadily making inroads into the lives of European consumers. In the process, sup...
Marketing has changed because of digitalization. Marketing is moving towards digital channels and mo...
Abstract: Social media have become interwoven with consumers’ everyday lives, altering the tradition...
Purpose: The purpose of this paper was to extend the understanding of content marketing, content cha...
The expansion of social media as marketing channel is explained by its efficiency in reaching multit...
Social media has been effectively changed the marketing strategies of different companies. Theproces...
This dissertation focuses on factors that affect user engagement on different types of social media ...
Abstract. In the field of business, the internet has changed the marketing concept carried out by co...
The purpose of this article is to review the most recent research on these topics in the consumer be...
Background: Content marketing has become a leading marketing technique in digital marketing communic...
In the era of digitalization, the importance of digital marketing has increased from one year to an...
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 201...
Understanding content-based promotion and marketing on various social media is fascinating for acade...
In technology driven world, social media has become one of the cornerstones for growing a successful...
This article reviews recently published research about consumers in digital and social media marketi...
Digital content is steadily making inroads into the lives of European consumers. In the process, sup...
Marketing has changed because of digitalization. Marketing is moving towards digital channels and mo...
Abstract: Social media have become interwoven with consumers’ everyday lives, altering the tradition...
Purpose: The purpose of this paper was to extend the understanding of content marketing, content cha...
The expansion of social media as marketing channel is explained by its efficiency in reaching multit...
Social media has been effectively changed the marketing strategies of different companies. Theproces...
This dissertation focuses on factors that affect user engagement on different types of social media ...
Abstract. In the field of business, the internet has changed the marketing concept carried out by co...
The purpose of this article is to review the most recent research on these topics in the consumer be...
Background: Content marketing has become a leading marketing technique in digital marketing communic...
In the era of digitalization, the importance of digital marketing has increased from one year to an...
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 201...
Understanding content-based promotion and marketing on various social media is fascinating for acade...
In technology driven world, social media has become one of the cornerstones for growing a successful...
This article reviews recently published research about consumers in digital and social media marketi...