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Research article

First published 2017-12

Tweeting as a Marketing Tool: A Field Experiment in the TV Industry

Shiyang Gong, Juanjuan Zhang, Ping Zhao [...]

Journal of Marketing Research

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Research article

First published 2019-2

Does Stakeholder Engagement Pay Off on Social Media? A Social Capital Perspective

Weiai (Wayne) Xu, Gregory D. Saxton

Nonprofit and Voluntary Sector Quarterly

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Research article

First published 2014-11

Teaching ROI Analysis in an Era of Social Media

John J. Cronin

Journal of Advertising Education

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Research article

First published 2024

Using social media small-group communication to promote the marketing skills of art entrepreneurs

Chukwuemeka Vincent Okpara, Siti Sarah Maidin, Nabaz Nawzad Abdullah [...]

Information Development

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Research article

First published 2013-11

Social Media Metrics — A Framework and Guidelines for Managing Social Media

Kay Peters, Yubo Chen, Andreas M. Kaplan [...]

Journal of Interactive Marketing

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Review article

First published 2024

Overview of the Nexus Between Investor Sentiment-return Relation and its Antecedents: A Systematic Literature Review

Aditi N. Kamath, Sandeep S. Shenoy, Abhilash [...]

Vision: The Journal of Business Perspective

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Research article

First published 2016-3

Digital work

Alessandro Gandini

Marketing Theory

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Research article

First published 2023

cMercury: Finding Returns in Precision Marketing

Krishnan Jeesha, Keyoor Purani

Asian Journal of Management Cases

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Research article

First published 2024

Do Financial Community’s Tweet Sentiments  Affect the Stock Market? Evidence from an  Emerging Economy

Shivani Saini, Bhag Singh Bodla

Studies in Microeconomics

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Research article

First published 2011-5

Teaching Consumer Analytics in Advertising and IMC Courses: Opportunities and Challenges

Pavan Chennamaneni, Vishal Lala, Prashant Srivastava [...]

Journal of Advertising Education

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