Results 311 to 320 of about 20,420,047 (355)

Influencer marketing research: review and future research agenda

Journal of Marketing Theory and Practice, 2023
Influencer marketing has been lauded as one of the most thriving marketing strategies within the contemporary marketing landscape. Nonetheless, numerous opportunities and challenges within the influencer marketing sphere remain to be probed, and its ...
Eugene Cheng‐Xi Aw, Raj Agnihotri
semanticscholar   +1 more source

Content marketing research: A review and research agenda

International Journal of Consumer Studies, 2023
Given the importance of content that integrates into consumers' daily lives, marketing academics are becoming more interested in content marketing. Although academics have studied digital marketing research for decades, their understanding of content ...
Jitpisut Bubphapant, Amélia Brandão
semanticscholar   +1 more source

Reality Check: Infusing Ecological Value into Academic Marketing Research

Journal of Marketing, 2021
The Journal of Marketing highly values research rooted in marketing questions and problems experienced by key stakeholders. While some of the papers we receive have a healthy dose of this quality, many do not.
Harald J. van Heerde, C. Moorman, C. Moreau, Robert W. Palmatier   +3 more
semanticscholar   +1 more source

Consumer cosmopolitanism in international marketing research: a systematic review and future research agenda

International Marketing Review, 2021
PurposeThe purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to ...
Anna Makrides, O. Kvasova, A. Thrassou, Elias Hadjielias, Alberto Ferraris   +4 more
semanticscholar   +1 more source

A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry

Journal of Marketing, 2016
Andrew T Stephen
exaly   +2 more sources

Bridging past and present entrepreneurial marketing research

Journal of Research in Marketing and Entrepreneurship, 2018
Purpose Literature in entrepreneurial marketing (EM) continues to grow in volume and diversity. This paper aims to examine the topical structure of EM’s literature toward guiding research in the field.
Fabian Most, Francisco J. Conejo, L. F. Cunningham   +2 more
semanticscholar   +1 more source