Social media: The new hybrid element of the promotion mix

2009/04/11 by W. Glynn Mangold, David J. Faulds · 36 citations
Social Sciences · Business, Management and Accounting · #Digital Marketing and Social Media #Impact of Technology on Adolescents #Marketing and Advertising Strategies

paper · doi:10.1016/j.bushor.2009.03.002

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• Content Strategies for Digital Consumer Engagement in Social Networks: Why Advertising Is an Antecedent of Engagement
• The effect of Facebook users’ arousal and valence on intention to go to the festival: Applying an extension of the technology acceptance model
• Following Celebrities’ Tweets About Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification With Celebrities
• Potential of the social media as instruments of higher education marketing: a segmentation study
• Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement
• The role of social media in consumers’ intentions to buy green food: evidence from Türkiye
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• Fan motives for interacting on social media – the example of the International Table Tennis Federation and Facebook
• Adoption and use of social media among public health departments. [europepmc]
• Social media use by community-based organizations conducting health promotion: a content analysis. [europepmc]
• Health care social media: expectations of users in a developing country. [europepmc]
• Maintaining relevance: an evaluation of health message sponsorship at Australian community sport and arts events. [europepmc]
• Hookah-Related Twitter Chatter: A Content Analysis. [europepmc]
• Diffusion of Messages from an Electronic Cigarette Brand to Potential Users through Twitter. [europepmc]
• The Impacts of Attitudes and Engagement on Electronic Word of Mouth (eWOM) of Mobile Sensor Computing Applications. [europepmc]
• Investigation of user behavior on social networking sites. [europepmc]
• Social media; resolving tunnel vision in practicing medicine. [europepmc]
• Examining Self-Disclosure on Social Networking Sites: A Flow Theory and Privacy Perspective. [europepmc]
• Assessing Consumer Behavior in the Wine Industry and Its Consequences for Wineries: A Case Study of a Spanish Company. [europepmc]
• Social Media Strategies for Health Promotion by Nonprofit Organizations: Multiple Case Study Design. [europepmc]
• Exploring the Social Media on the Communication Professionals in Public Health. Spanish Official Medical Colleges Case Study. [europepmc]
• The Impact of Environmental Social Media Publications on User Satisfaction with and Trust in Tourism Businesses. [europepmc]
• What Affects Usage Satisfaction in Mobile Payments? Modelling User Generated Content to Develop the "Digital Service Usage Satisfaction Model". [europepmc]
• Examining the Relationship of Online Social Networking Sites' Activities, Customers' Brand Choice, and Brand Perception in Health-Related Businesses. [europepmc]
• Battling for Consumer's Positive Purchase Intention: A Comparative Study Between Two Psychological Techniques to Achieve Success and Sustainability for Digital Entrepreneurships. [europepmc]
• The Influence of Entrepreneurial Characteristics on the Performance of Tourism Vlogger Entrepreneurs. [europepmc]
• A SEM-NCA Approach towards Social Networks Marketing: Evaluating Consumers' Sustainable Purchase Behavior with the Moderating Role of Eco-Friendly Attitude. [europepmc]
• Nutritional Analysis of Foods and Beverages Posted in Social Media Accounts of Highly Followed Celebrities. [europepmc]
• The Dark Side of Social Media: Content Effects on the Relationship Between Materialism and Consumption Behaviors. [europepmc]
• Exploring Factors That Predict Marketing of e-Cigarette Products on Twitter: Infodemiology Approach Using Time Series. [europepmc]
• Periodontists' perceptions and attitudes toward the use of social media for professional purposes in Saudi Arabia. [europepmc]
• The Influence of New Media Literacy on Brand Engagement: Mediating Effects of Perceived Interactivity and Openness and the Moderating Effect of Age. [europepmc]
• Bridging cultural gaps through consumption: how social media and perceived value shape international students' purchase intentions in China. [europepmc]