Marketing: Recent submissions

Now showing items 6-10 of 10

    • Improvised Marketing Interventions in Social Media 

      Abhishek Borah; Sourindra Banerjee; Yu-Ting Lin; Apurv Jain; Andreas B. Eisingerich (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 ...

    • Fake news or true lies? Reflections about problematic contents in marketing 

      Di Domenico, Giandomenico; Visentin, Marco (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 ...

    • Exploring Mistakes and Failures in Social Marketing: The Inside Story 

      Cook, Julie; Lynes, Jennifer; Fries, Sarah (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 ...

    • Analytics Capability in Marketing Education: A Practice-Informed Model 

      Kurtzke, Simone; Setkute, Justina (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 ...

    • A Scoping Review of the Effect of Content Marketing on Online Consumer Behavior 

      Charmaine du Plessis (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 ...