Add to ORKGMarketers more and more design advertising campaigns especially for Social Network Sites (SNS), with the aim that SNS users forward these campaigns to their online network. By means of a survey, this study investigates whether the persuasiveness of such campaigns is determined by the strength of the social connection between receiver and the sender of the campaign. The results support the idea that SNS campaigns are more persuasive when forwarded by close friends, than when forwarded by less strong social connections. Thus, the social context plays a crucial role in the persuasiveness of marketing communication activities within SNS
Social networking sites (SNSs) are quickly becoming the main venues for social interaction of Intern...
Online social networking has become a reality and integral part of the daily personal, social and bu...
Online social networks (oSNS) enable users to construct strong relationships with friends, family, a...
Social media are increasingly popular. Consequently, marketers more and more recognize social networ...
Inspired by the increasing popularity of advertising on social media, and especially on social netwo...
Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring t...
Today, modern communication in the business world cannot be imagined without the use of the Social N...
Social Networking Sites (SNS) are second generation web applications allowing the creation of person...
This study investigates which factors predict whether consumers will pass on viral advertising commu...
[[abstract]]The rapid proliferation of social networking sites (SNSs) provides marketers with ample ...
This paper aims to show that the marketing and management of advertising campaigns have contributed ...
Social networking has increasingly penetrating in our social lives where people keep in contact with...
As the virtual environment is constantly changing, not only users’ informational and knowledge needs...
The objective of this research is to investigate the potential of social networking sites T(SNSs) to...
Social networking sites and their functions are in constant change and with every new innovation dif...
Social networking sites (SNSs) are quickly becoming the main venues for social interaction of Intern...
Online social networking has become a reality and integral part of the daily personal, social and bu...
Online social networks (oSNS) enable users to construct strong relationships with friends, family, a...
Social media are increasingly popular. Consequently, marketers more and more recognize social networ...
Inspired by the increasing popularity of advertising on social media, and especially on social netwo...
Social Network Services (SNSs) have grown to be new and promising tools of marketing. By referring t...
Today, modern communication in the business world cannot be imagined without the use of the Social N...
Social Networking Sites (SNS) are second generation web applications allowing the creation of person...
This study investigates which factors predict whether consumers will pass on viral advertising commu...
[[abstract]]The rapid proliferation of social networking sites (SNSs) provides marketers with ample ...
This paper aims to show that the marketing and management of advertising campaigns have contributed ...
Social networking has increasingly penetrating in our social lives where people keep in contact with...
As the virtual environment is constantly changing, not only users’ informational and knowledge needs...
The objective of this research is to investigate the potential of social networking sites T(SNSs) to...
Social networking sites and their functions are in constant change and with every new innovation dif...
Social networking sites (SNSs) are quickly becoming the main venues for social interaction of Intern...
Online social networking has become a reality and integral part of the daily personal, social and bu...
Online social networks (oSNS) enable users to construct strong relationships with friends, family, a...