Artigos

Branded content in social media

Waqas, M., Hamzah, Z. L., & Salleh, N. A. M. (2021). Customer experience with the branded content: A social media perspective. Online Information Review.

Waqas, M., Salleh, N. A. M., & Hamzah, Z. L. (2021). Branded content experience in social media: Conceptualization, scale development, and validation. Journal of Interactive Marketing, 56, 106-120.

Ashley, C., & Tuten, T. (2015). Creative strategies in social media marketing: An exploratory study of branded social content and consumer engagement. Psychology & Marketing, 32(1), 15-27.

Digital influencers

Zhou, S., Barnes, L., McCormick, H., & Cano, M. B. (2021). Social media influencers’ narrative strategies to create eWOM: A theoretical contribution. International Journal of Information Management, 59, 102293.

Uzunoğlu, E., & Kip, S. M. (2014). Brand communication through digital influencers: Leveraging blogger engagement. International journal of information management, 34(5), 592-602.

Silva, M. J. D. B., Farias, S. A. D., Grigg, M. K., & Barbosa, M. D. L. D. A. (2020). Online engagement and the role of digital influencers in product endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133-163.

Leung, F. F., Gu, F. F., & Palmatier, R. W. (2022). Online influencer marketing. Journal of the Academy of Marketing Science, 1-26.

Algorithm Awareness

Gran, A. B., Booth, P., & Bucher, T. (2021). To be or not to be algorithm aware: a question of a new digital divide?. Information, Communication & Society, 24(12), 1779-1796.

Hamilton, K., Karahalios, K., Sandvig, C., & Eslami, M. (2014). A path to understanding the effects of algorithm awareness. In CHI’14 extended abstracts on human factors in computing systems (pp. 631-642).

Yu, S., & Zhu, Y. (2021). Challenges Facing Algorithm Decision Making: A Field Experiment on Repeated Marketing Campaigns. Available at SSRN 3842668.

Brand Storytelling.

De Fina, A. (2016). Storytelling and audience reactions in social media. Language in Society, 45(4), 473-498.

Delgado-Ballester, E., & Fernandez-Sabiote, E. (2016). “Once upon a brand”: Storytelling practices by Spanish brands. Spanish Journal of Marketing-ESIC, 20(2), 115-131.

Data analytics and Market Strategy

Kumar et al. (2010): , “Undervalued or Overvalued Customers: Capturing Total Customer Engagement Value,” Journal of Service Research (2010). doi:10.1177/1094670510375602

Brand communication in digital context

Voorveld, H. A. (2019). Brand communication in social media: A research agenda. Journal of Advertising, 48(1), 14-26.

Noris, A., Nobile, T. H., Kalbaska, N., & Cantoni, L. (2021). Digital fashion: A systematic literature review. A perspective on marketing and communication. Journal of Global Fashion Marketing, 12(1), 32-46.

Arrivé, S. (2022). Digital brand content: underlying nature and rationales of a hybrid marketing practice. Journal of Strategic Marketing, 30(4), 340-354.

Chatbots

Tsai, W. H. S., Lun, D., Carcioppolo, N., & Chuan, C. H. (2021). Human versus chatbot: Understanding the role of emotion in health marketing communication for vaccines. Psychology & marketing, 38(12), 2377-2392.

Luo, X., Tong, S., Fang, Z., & Qu, Z. (2019). Frontiers: Machines vs. humans: The impact of artificial intelligence chatbot disclosure on customer purchases. Marketing Science, 38(6), 937-947.

Cheng, Y., & Jiang, H. (2021). Customer–brand relationship in the era of artificial intelligence: understanding the role of chatbot marketing efforts. Journal of Product & Brand Management, 31(2), 252-264.

Voice assistants

Chérif, E., & Lemoine, J. F. (2019). Anthropomorphic virtual assistants and the reactions of Internet users: An experiment on the assistant’s voice. Recherche et Applications en Marketing (English Edition), 34(1), 28-47.

Electronic Word-of-Mouth (ewom)

Reichstein, T., & Brusch, I. (2019). The decision‐making process in viral marketing—A review and suggestions for further research. Psychology & Marketing, 36(11), 1062-1081.

Konstantopoulou, A., Rizomyliotis, I., Konstantoulaki, K., & Badahdah, R. (2018). Improving SMEs’ competitiveness with the use of Instagram influencer advertising and eWOM. International journal of organizational analysis.

AlRabiah, S., Marder, B., Marshall, D., & Angell, R. (2022). Too much information: An examination of the effects of social self-disclosure embedded within influencer eWOM campaigns. Journal of Business Research, 152, 93-105.

Digital transformation

Matarazzo, M., Penco, L., Profumo, G., & Quaglia, R. (2021). Digital transformation and customer value creation in Made in Italy SMEs: A dynamic capabilities perspective. Journal of Business Research, 123, 642-656

Understanding Consumer Behavior in the Digital Age

Shavitt, S., & Barnes, A. J. (2020). Culture and the consumer journey. Journal of Retailing, 96(1), 40-54.

Hamilton, R., Ferraro, R., Haws, K. L., & Mukhopadhyay, A. (2021). Traveling with companions: The social customer journey. Journal of Marketing, 85(1), 68-92.

Barwitz, N., & Maas, P. (2018). Understanding the omnichannel customer journey: determinants of interaction choice. Journal of interactive marketing, 43, 116-133.

Kucuk, S. U. (2016). Consumerism in the digital age. Journal of Consumer Affairs, 50(3), 515-538.

Social Media Marketing Different Topics

Hays, S., Page, S., Buhalis, D. (2013). Social Media As a Destination Marketing Tool: Its Use By National Tourism Organisations. Current Issues in Tourism, 3(16), 211-239. https://doi.org/10.1080/13683500.2012.662215

Di Domenico, G., Sit, J., Ishizaka, A., & Nunan, D. (2021). Fake news, social media and marhttps://mediasdigitais.ulusofona.pt/fake-news-nas-redes-sociais-o-papel-do-marketing/keting: A systematic review. Journal of Business Research, 124, 329-341.

Okazaki, S., Taylor, C. (2013). Social Media and International Advertising: Theoretical Challenges And Future Directions. International Marketing Review, 1(30), 56-71. https://doi.org/10.1108/02651331311298573

SEO and Content Marketing

Berman, R., & Katona, Z. (2013). The role of search engine optimization in search marketing. Marketing Science, 32(4), 644-651.

Lehnert, K., Goupil, S., & Brand, P. (2021). Content and the customer: inbound ad strategies gain traction. Journal of Business Strategy, 42(1), 3-12.

Online Ads – Pay per Click

Jung, A. R. (2017). The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern. Computers in human behavior, 70, 303-309.

Ethical Considerations in Digital Marketing

Urban, T., Tatang, D., Degeling, M., Holz, T., & Pohlmann, N. (2019). A study on subject data access in online advertising after the GDPR. In Data Privacy Management, Cryptocurrencies and Blockchain Technology: ESORICS 2019 International Workshops, DPM 2019 and CBT 2019, Luxembourg, September 26–27, 2019, Proceedings 14 (pp. 61-79). Springer International Publishing.