Titlebook: Advances in Digital Marketing and eCommerce; Second International Francisco J. Martínez-López,David López López Conference proceedings 2021

秘方药

antecedence

https://doi.org/10.1007/978-3-031-43114-2COVID19, TikTok has grown to over 800 million monthly active users and has catapulted itself in frontline media. However, the app has also shown to tightly control its infrastructure through its algorithm centric built, its approach to content censorship and active brand management. With that, TikTo

等级的上升

Monika Urbaniak,Michele Sanfilippocustomers’ intention to purchase was thoroughly examined in the literature. Nevertheless, the relationship between the intention to purchase and the intention to engage is still largely understudied. The objective of this study is to explore possible relationships between the components of the laten

乐意

Challenges of Individualizationlyze the metrics that make up social media engagement and their relationship with consumer’s purchase intentions. The variables examined in our study were the number of likes, comments, shares, followers, and respondents‘ purchase intentions. Data for this study were collected via the CAWI - compute

结合

faculty

John N. Gathegi,Yaşar Tonta,Zehra Taşkın linked to this crisis, given its rise to fame during the same period. However, to date, very little is known about TikTok regarding the number of users or usage characteristics. While considered a Social Network Site (SNS) oriented toward a younger audience of kids and teens, we hypothesized that T

extinct

Yurdagül Ünal,Gülten Alır,İrem Soydal“dark side” of social media (e.g., fake news and memes), the authors analyze the case of Corona beer. Web-users attacked this Mexican brand due to the link between its brand name and the Coronavirus. The case was analyzed via Twitter textual analysis. Results offer insights for both scholars and pra

系列

Trade Liberalization and Inhibition,e the health emergency, SMEs used social and digital media in a limited way as compared to traditional tools, such as printed material and client visits. In order to understand how the pandemic changed the digital marketing strategies adopted in B2B, we conducted a study on nine Italian SMEs. We col

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Altitude

William A. Vega PhD,Stipica Mudrazija PhDional and behavioral responses, and marketers have applied them to in-store strategies to stimulate purchases. However, in the last decades retailers are confronting a significant technological transformation and face the challenges to attract a digital consumer in an online setting. This work focus