Browsing Marketing by Title
Now showing items 1-10 of 10
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A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior
(SAGE Open, 2022)Notwithstanding the body of research on the characteristics and benefits of content marketing as a digital marketing strategy, evidence of how online consumer behavior is affected by digital brand content remains ... -
Analytics Capability in Marketing Education: A Practice-Informed Model
(SAGE Open, 2021)As marketing continues to be transformed by technology and the explosion of big data, academic research has identified a significant need for analytics skills in marketing education. However, it is unclear whether current ... -
Exploring Mistakes and Failures in Social Marketing: The Inside Story
(SAGE Open, 2021)Background: Social marketing successes are relatively well-documented, but mistakes and failures in the field are not. When mistakes and failures are reported, they are usually on an ad hoc basis, as opposed to a systematic ... -
Fake news or true lies? Reflections about problematic contents in marketing
(SAGE Open, 2020)Abstract Scholars in different scientific fields and practitioners are analyzing the rise of production and diffusion of fake news and problematic information that is rapidly contaminating the digital world. Although ... -
Improvised Marketing Interventions in Social Media
(SAGE Open, 2020)Online virality has attracted the attention of academics and marketers who want to identify the characteristics of online content that promote sharing. This article adds to this body of research by examining the phenomenon ... -
Key Success Factors (KSFs) Underlying the Adoption of Social Media Marketing Technology
(SAGE Open, 2021)In developing world, most decisions by Micro, Small, and Medium Enterprises (MSMEs) to adopt social media marketing technology (SMMT) rely heavily on study findings from the Western World without much recourse to ... -
Knowledge for sale: The construction of desired knowledge and identities in edu-marketing
(SAGE Open, 2023)The aim of this study is to examine how a particular object for consumption, professional development for teachers and principals, is marketed to schools, and what propositions and understandings are embedded in such ... -
Matching the Needs in an Emerging Market: An Investigation of Multinational Companies’ Marketing Strategies by Using the 4As Framework
(SAGE Open, 2023)Making the multinational companies’ (MNCs) products attractive among the low- and the high-income consumers is challenging in an emerging market. This study uses the 4As framework (affordability, accessibility, acceptability ... -
Moral Entrepreneurialism for the Hamburger: Strategies for Marketing a Contested Fast Food
(SAGE Open, 2022)Recent research has extended the concept of moral entrepreneurialism to corporate actors. We build on this research to investigate how corporations succeed in this effort by uncovering the strategies and tools they ... -
Rethinking ‘marketing as applied economics’
(SAGE Open, 2022)This paper makes three intertwined arguments. Firstly, marketing is not simply an outgrowth of economics. Secondly, it is indebted to metaphysical, psychical and psychological research which provided the conditions of ...
