9,926
Views
36
CrossRef citations to date
0
Altmetric
Articles

Integrating social media within an integrated marketing communication decision-making framework

, , ORCID Icon &
Pages 1522-1558 | Received 05 May 2016, Accepted 20 Nov 2017, Published online: 31 Dec 2017

References

  • Agarwal, R., & Prasad, J. (1998). A conceptual and operational definition of personal innovativeness in the domain of information technology. Information Systems Research, 9(2), 205–215. doi:10.1287/isre.9.2.204
  • Ananda, A. S., Hernández-García, A., & Lamberti, L. (2016). N-REL: A comprehensive framework of social media marketing strategic actions for marketing organizations. Journal of Innovation & Knowledge, 1(3), 170–180. doi:10.1016/j.jik.2016.01.003
  • Ashill, N. J., Frederikson, M., & Davies, J. (2003). Strategic marketing planning: A grounded investigation. European Journal of Marketing, 37(3/4), 430–460. doi:10.1108/03090560310459032
  • Barger, V., Peltier, J. W., & Schultz, D. E. (2016). Social media and consumer engagement: A review and research agenda. Journal of Research in Interactive Marketing, 10(4), 268–287. doi:10.1108/JRIM-06-2016-0065
  • Barnes, N. G. (2010). Tweeting and blogging to the top. Marketing Research, 22(1), 8–13.
  • Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of Management, 17(1), 99–120. doi:10.1177/014920639101700108
  • Bharadwaj, A., El Sawy, O. A., Pavlou, P. A., & Venkatraman, N. (2013). Digital business strategy: Toward a next generation of insights. MIS Quarterly, 37(2), 471–482. doi:10.25300/MISQ
  • Bianchi, C., & Andrews, L. (2015). Investigating marketing managers’ perspectives on social media in Chile. Journal of Business Research, 68(12), 2552–2559. doi:10.1016/j.jbusres.2015.06.026
  • Blackshaw, P., & Nazzaro, M. (2004). Consumer-Generated Media (CGM) 101: Word-of-mouth in the age of the web-fortified consumer. Retrieved from http://www.nielsenbuzzmetrics.com/whitepapers (accessed 25 July 2016).
  • Bochenek, L. M., & Blili, S. (2013). Social media champions—drivers and sophistication process of social media strategic management. In M. R. Olivas-Lujan & T. Bondarouk (Eds.), Social media in strategic management (pp. 143–167). Bingley, UK: Emerald Group Publishing Ltd.
  • Braojos-Gomez, J., Benitez-Amado, J., & Llorens-Montes, F. J. (2015). How do small firms learn to develop a social media competence? International Journal of Information Management, 35(4), 443–458. doi:10.1016/j.ijinfomgt.2015.04.003
  • Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. doi:10.1191/1478088706qp063oa
  • Bruce, M., & Solomon, M. R. (2013). Managing for media anarchy: A corporate marketing perspective. Journal of Marketing Theory and Practice, 21(3), 307–318. doi:10.2753/MTP1069-6679210305
  • Bruhn, M., & Schnebelen, S. (2017). Integrated marketing communication – From an instrumental to a customer-centric perspective. European Journal of Marketing, 51(3), 464–489. doi:10.1108/EJM-08-2015-0591
  • Bryman, A. (2008). Why do researchers integrate/combine/mesh/blend/mix/merge/fuse quantitative and qualitative research? In M. Bergman (Ed.), Advances in mixed methods research (pp. 87–100). London: Sage.
  • Canhoto, A. I., Clark, M., & Fennemore, P. (2013). Emerging segmentation practices in the age of the social customer. Journal of Strategic Marketing, 21(5), 413–428. doi:10.1080/0965254X.2013.801609
  • Capron, L., & Hulland, J. (1999). Redeployment of brands, sales forces, and general marketing management expertise following horizontal acquisitions: A resource-based view. The Journal of Marketing, 41–54. doi:10.2307/1251944
  • Castronovo, C., & Huang, L. (2012). Social media in an alternative marketing communication model. Journal of Marketing Development and Competitiveness, 6(1), 117–134.
  • Chaffey, D. (2016). Global social media research summary 2016. Retrieved from http://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/(accessed August 30, 2016).
  • Charmaz, K. (2006). Constructing grounded theory. London: Sage Publications.
  • Creswell, J. W. (2007). Qualitative inquiry and research design: Choosing among five approaches (2nd ed.). Thousand Oaks, CA: Sage Publications.
  • Dai, Y., Kakkonen, T., & Sutinen, E. (2011). SoMEST: A model for detecting competitive intelligence from social media. Paper presented at the 15th International Academic MindTrek Conference: Envisioning Future Media Environments, Tampere, Finland. doi: 10.1145/2181037.2181078
  • Dan, A. (2016). Making the complicated simple: Marketing in the age of complexity. Retrieved from http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/avidan/2016/10/03/making-the-complicated-simple-marketing-in-the-age-of-complexity/&refURL=https://www.google.com.au/&referrer=https://www.google.com.au/(accessed November 15, 2016).
  • Davis, R. E., Couper, M. P., Janz, N. K., Caldwell, C. H., & Resnicow, K. (2010). Interviewer effects in public health surveys. Health Education Research, 25(1), 14–26. doi:10.1093/her/cyp046
  • Dibb, S., & Simkin, L. (1993). The strength of branding and positioning in services. International Journal of Service Industry Management, 4(1), 25–35. doi:10.1108/09564239310024967
  • Duncan, T. R. (2002). IMC: Using advertising and promotion to build brands. New York: McGraw-Hill Companies.
  • Duncan, T. R., & Moriarty, S. E. (1998). A communication-based marketing model for managing relationships. The Journal of Marketing, 62(April), 1–13. doi:10.2307/1252157
  • Duncan, T. R., & Mulhern, F. (2004). A white paper on the status, scope and future of IMC. New York: McGraw Hill.
  • Edosomwan, S., Prakasan, S., Kouame, D., Watson, J., & Seymour, T. (2011). The history of social media and its impact on business. Journal of Applied Management and Entrepreneurship, 16(3), 79–91.
  • Effing, R., & Spil, T. A. (2016). The social strategy cone: Towards a framework for evaluating SM strategies. International Journal of Information Management, 36(1), 1–8. doi:10.1016/j.ijinfomgt.2015.07.009
  • El Abaddi, A., Backstrom, L., Chakrabarti, S., Jaimes, A., Leskovec, J., & Tomkins, A. (2011). Social media: Source of information or bunch of noise. In Proceedings of the 20th International Conference Companion on World Wide Web (pp. 327–328). ACM. doi: 10.1145/1963192.1963336
  • eMarketer. (2016). US digital ad spending to surpass TV this year. Retrieved from https://www.emarketer.com/Article/US-Digital-Ad-Spending-Surpass-TV-this-Year/1014469 (accessed September 30, 2016).
  • Ewing, M. T. (2009). Integrated marketing communications measurement and evaluation. Journal of Marketing Communications, 15(2–3), 103–117. doi:10.1080/13527260902757514
  • Fahy, J., Hooley, G., Greenley, G., & Cadogan, J. (2006). What is a marketing resource? A response to Gibbert, Golfetto and Zerbini. Journal of Business Research, 59(1), 152–154. doi:10.1016/j.jbusres.2005.03.002
  • Fang, E., Palmatier, R. W., & Grewal, R. (2011). Effects of customer and innovation asset configuration strategies on firm performance. Journal of Marketing Research, 48(3), 587–602. doi:10.1509/jmkr.48.3.587
  • Fereday, J., & Muir-Cochrane, E. (2006). Demonstrating rigor using thematic analysis: A hybrid approach of inductive and deductive coding and theme development. International Journal of Qualitative Methods, 5(1), 80–92. doi:10.1177/160940690600500107
  • Galman, S. C. (2013). The good, the bad and the data: Shane the lone ethnographer’s basic guide to qualitative analysis. Walnut Creek, CA: Left Coast Press Inc.
  • Gibbs, G. R. (2002). Qualitative data analysis: Explorations with NVivo. Buckingham: Open University Press.
  • Gilly, M. C., & Wolfinbarger, M. (1998). Advertising’s internal audience. Journal of Marketing, 62(1), 69–73. doi:10.2307/1251804
  • Glaser, B., & Strauss, A. (1967). The discovery grounded theory: Strategies for qualitative inquiry. Chicago: Aldin.
  • Goulding, C. (2005). Grounded theory, ethnography and phenomenology: A comparative analysis of three qualitative strategies for marketing research. European Journal of Marketing, 39(3/4), 294–308. doi:10.1108/03090560510581782
  • Grbich, C. (2007). General approaches to designing and analyzing data. In Qualitative data analysis: An introduction. Thousand Oaks, CA: Sage Publications.
  • Grüblbauer, J., & Haric, P. (2013). Social media monitoring tools as instruments of strategic issues management. In M. Friedrichsen & W. Mühl-Benninghaus (Eds.), Handbook of social media management. Value chain and business models in changing media markets (pp. 671–687). Heidelberg: Springer.
  • Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: Its use by national tourism organisations. Current Issues in Tourism, 16(3), 211–239. doi:10.1080/13683500.2012.662215
  • Henninger, C. E., Alevizou, P. J., & Oates, C. J. (2017). IMC, social media and UK fashion micro-organisations. European Journal of Marketing, 51(3), 668–691. doi:10.1108/EJM-08-2015-0599
  • Huberman, M., & Miles, M. B. (2002). The qualitative researcher’s companion. Thousand Oaks, CA: Sage.
  • Johns, G. (2001). In praise of context. Journal of Organizational Behavior, 22(1), 31–42. doi:10.1002/job.80
  • Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68. doi:10.1016/j.bushor.2009.09.003
  • Keegan, B. J., & Rowley, J. (2017). Evaluation and decision-making in social media marketing. Management Decision, 55(1), 15–31. doi:10.1108/MD-10-2015-0450
  • Keller, K. L. (2016). Unlocking the power of integrated marketing communications: How integrated is your IMC program? Journal of Advertising, 45(3), 286–301. doi:10.1080/00913367.2016.1204967
  • Kerr, G., & Patti, C. (2015). Strategic IMC: From abstract concept to marketing management tool. Journal of Marketing Communications, 21(5), 317–339. doi:10.1080/13527266.2013.786748
  • Killian, G., & McManus, K. (2015). A marketing communications approach for the digital era: Managerial guidelines for social media integration. Business Horizons, 58(5), 539–549. doi:10.1016/j.bushor.2015.05.006
  • Kim, E., Lin, J. S., & Sung, Y. (2013). To app or not to app: Engaging consumers via branded mobile apps. Journal of Interactive Advertising, 13(1), 53–65. doi:10.1080/15252019.2013.782780
  • Kimmel, A. J., & Kitchen, P. J. (2014). WOM and social media: Presaging future directions for research and practice. Journal of Marketing Communications, 20(1–2), 5–20. doi:10.1080/13527266.2013.797730
  • Kitchen, P. J. (1993). Public relations: A rationale for its development and usage within UK fast moving consumer goods firms. European Journal of Marketing, 27(7), 53–75. doi:10.1108/03090569310040352
  • Kitchen, P. J. (2016). Marketing oriented? In I. M. C. Is, L. Petruzzellis, & R. Winer (Eds.), Developments in Marketing Science: Proceedings of the Academy of Marketing Science, Rediscovering the essentiality of marketing (441–442). Cham: Springer.
  • Kitchen, P. J., Brignell, J., Li, T., & Jones, G. S. (2004). The emergence of IMC: A theoretical perspective. Journal of Advertising Research, 44(1), 19–30. doi:10.1017/S0021849904040048
  • Kitchen, P. J., & Burgmann, I. (2015). Integrated marketing communication: Making it work at a strategic level. Journal of Business Strategy, 36(4), 34–39. doi:10.1108/JBS-05-2014-0052
  • Kliatchko, J. G. (2005). Towards a new definition of integrated marketing communications (IMC). International Journal of Advertising, 24(1), 7–34. doi:10.1080/02650487.2005.11072902
  • Kliatchko, J. G. (2008). Revisiting the IMC construct. International Journal of Advertising, 27(1), 133–160. doi:10.1080/02650487.2008.11073043
  • Kliatchko, J. G., & Schultz, D. E. (2014). Twenty years of IMC: A study of CEO and CMO perspectives in the Asia-Pacific region. International Journal of Advertising, 33(2), 373–390. doi:10.2501/IJA-33-2-373-390
  • Kloss, R. (2016). Australia struggling with digitisation efforts. Retrieved from https://www.linkedin.com/pulse/australian-organisations-struggling-digitisation-ray-kloss (accessed September 15, 2016)
  • Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research propositions, and managerial implications. The Journal of Marketing, 1–18. doi:10.2307/1251866
  • Korsten, P. J., Lesser, E., & Cortada, J. W. (2013). Social business: An opportunity to transform work and create value. Strategy and Leadership, 41(3), 20–28. doi:10.1108/10878571311323181
  • Kozlenkova, I. V., Samaha, S. A., & Palmatier, R. W. (2014). Resource-based theory in marketing. Journal of the Academy of Marketing Science, 42(1), 1–21. doi:10.1007/s11747-013-0336-7
  • Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing, 80(1), 7–25. doi:10.1509/jm.14.0249
  • Kumar, N., Stern, L. W., & Anderson, J. C. (1993). Conducting interorganizational research using key informants. Academy of Management Journal, 36(6), 1633–1651. doi:10.2307/256824
  • Li, T., & Calantone, R. J. (1998). The impact of market knowledge competence on new product advantage: Conceptualization and empirical examination. The Journal of Marketing, 62(4), 13–29. doi:10.2307/1252284
  • Lin, Y., & Wu, L. Y. (2014). Exploring the role of dynamic capabilities in firm performance under the resource-based view framework. Journal of Business Research, 67(3), 407–413. doi:10.1016/j.jbusres.2012.12.019
  • Luxton, S., Reid, M., & Mavondo, F. (2015). Integrated marketing communication capability and brand performance. Journal of Advertising, 44(1), 37–46. doi:10.1080/00913367.2014.934938
  • Malthouse, E. C., Calder, B. J., Kim, S. J., & Vandenbosch, M. (2016). Evidence that user-generated content that produces engagement increases purchase behaviours. Journal of Marketing Management, 32(5–6), 427–444. doi:10.1080/0267257X.2016.1148066
  • Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. doi:10.1016/j.bushor.2009.03.002
  • Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and measurement of social media marketing: An exploratory investigation of small and medium B2B brands. Industrial Marketing Management, 40(7), 1153–1159. doi:10.1016/j.indmarman.2011.09.009
  • Miles, M. B., & Huberman, A. M. (1984). Qualitative data analysis: A sourcebook of new methods. Beverly Hills, CA: Sage Publications.
  • Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. Beverly Hills, CA: Sage Publications.
  • Minazzi, R., & Lagrosen, S. (2013). Investigating social media marketing in the hospitality industry: Facebook and European hotels. In Z. Xiang & I. Tussyadiah (Eds.), Information and communication technologies in tourism 2014: Proceedings of the International Conference, Dublin, Ireland, January 21–24 (pp. 145–157). Springer International Publishing.
  • Montalvo, R. E. (2011). Social media management. International Journal of Management and Information Systems (IJMIS), 15(3), 91–96. doi:10.19030/ijmis.v15i3.4645
  • Mortimer, K., & Laurie, S. (2017). The internal and external challenges facing clients in implementing IMC. European Journal of Marketing, 51(3), 511–527. doi:10.1108/EJM-08-2015-0621
  • Ngo, L. V., & O’Cass, A. (2012). Performance implications of market orientation, marketing resources, and marketing capabilities. Journal of Marketing Management, 28(1–2), 173–187. doi:10.1080/0267257X.2011.621443
  • Okazaki, S. (2005). Mobile advertising adoption by multinationals: Senior executives’ initial responses. Internet Research, 15(2), 160–180. doi:10.1108/10662240510590342
  • Orazi, D. C., Spry, A., Theilacker, M. N., & Vredenburg, J. (2017). A multi-stakeholder IMC framework for networked brand identity. European Journal of Marketing, 51(3), 551–571. doi:10.1108/EJM-08-2015-0612
  • Ots, M., & Nyilasy, G. (2015). Integrated marketing communications (IMC): Why does it Fail? An analysis of practitioner mental models exposes barriers of IMC implementation. Journal of Advertising Research, 55(2), 132–145. doi:10.2501/JAR-55-2-132-145
  • Patton, M. Q. (1990). Qualitative evaluation and research methods. Newbury Park, CA: Sage Publications.
  • Peters, K., Chen, Y., Kaplan, A. M., Ognibeni, B., & Pauwels, K. (2013). Social media metrics—A framework and guidelines for managing social media. Journal of Interactive Marketing, 27(4), 281–298. doi:10.1016/j.intmar.2013.09.007
  • Phelps, J. E., Harris, T. E., & Johnson, E. (1996). Exploring decision-making approaches and responsibility for developing marketing communications strategy. Journal of Business Research, 37(3), 217–223. doi:10.1016/S0148-2963(96)00072-0
  • Porcu, L., Barrio-García, S., & Kitchen, P. J. (2012). How integrated marketing communications (IMC) works? A theoretical review and an analysis of its main drivers and effects. Comunicacion Y Sociedad, 25(1), 313–348.
  • Porcu, L., Del Barrio-García, S., Alcántara-Pilar, J. M., & Crespo-Almendros, E. (2017). Do adhocracy and market cultures facilitate firm-wide integrated marketing communication (IMC)? International Journal of Advertising, 36(1), 121–141. doi:10.1080/02650487.2016.1185207
  • Ratnatunga, J., & Ewing, M. T. (2009). An ex-ante approach to brand capability valuation. Journal of Business Research, 62(3), 323–331. doi:10.1016/j.jbusres.2008.04.003
  • Reid, M., Luxton, S., & Mavondo, F. (2005). The relationship between integrated marketing communication, market orientation, and brand orientation. Journal of Advertising, 34(4), 11–23. doi:10.1080/00913367.2005.10639210
  • Rodriguez, M., Peterson, R. M., & Krishnan, V. (2012). Social media’s influence on business-to-business sales performance. Journal of Personal Selling and Sales Management, 32(3), 365–378. doi:10.2753/PSS0885-3134320306
  • Rosman, R., & Stuhura, K. (2013). The implications of social media on customer relationship management and the hospitality industry. Journal of Management Policy and Practice, 14(3), 18–26.
  • Rubin, H. J., & Rubin, I. S. (2012). Data analysis in the responsive interviewing model. In H. J. Rubin & I. S. Rubin (Eds.), Qualitative interviewing: The art of hearing data (3rd ed., pp. 189–212). Los Angeles: SAGE Publications.
  • Schultz, D. E. (1996). The inevitability of integrated communications. Journal of Business Research, 37(3), 139–146. doi:10.1016/S0148-2963(96)00063-X
  • Schultz, D. E., & Kitchen, P. J. (2000). Communicating globally: An integrated marketing approach. London: Macmillan Press Ltd.
  • Schultz, D. E., & Peltier, J. (2013). Social media’s slippery slope: Challenges, opportunities and future research directions. Journal of Research in Interactive Marketing, 7(2), 2–21. doi:10.1108/JRIM-12-2012-0054
  • Schultz, D. E., & Schultz, H. F. (1998). Transitioning marketing communication into the twenty-first century. Journal of Marketing Communications, 4(1), 9–26. doi:10.1080/135272698345852
  • Schultz, D. E., Tannenbaum, S., & Lauterborn, R. (1992). Integrated marketing communications: Putting it together and making it work. Lincolnwood, IL: NTC Business Books.
  • Šerić, M. (2017). Relationships between social Web, IMC and overall brand equity. European Journal of Marketing, 51(3), 646–667. doi:10.1108/EJM-08-2015-0613
  • Shiell, A., Hawe, P., Perry, R., & Matthias, S. (2009). How health managers think about risk and the implications for portfolio theory in health systems. Health, Risk and Society, 11(1), 71–85. doi:10.1080/13698570802537029
  • Song, M., Di Benedetto, C. A., & Nason, R. W. (2007). Capabilities and financial performance: The moderating effect of strategic type. Journal of the Academy of Marketing Science, 35(1), 18–34. doi:10.1007/s11747-006-0005-1
  • Srinivasan, R., Lilien, G. L., & Rangaswamy, A. (2002). Technological opportunism and radical technology adoption: An application to e-business. Journal of Marketing, 66(3), 47–60. doi:10.1509/jmkg.66.3.47.18508
  • Srivastava, R. K., Fahey, L., & Christensen, H. K. (2001). The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777–802. doi:10.1177/014920630102700610
  • Stephen, A. T., & Galak, J. (2009). The complementary roles of traditional and social media in driving marketing performance (working paper). INSEAD, France.
  • Stephen, A. T., & Lamberton, C. (2016). A thematic exploration of digital, social media, and mobile marketing research’s evolution from 2000 to 2015 and an agenda for future research. Journal of Marketing, 80(November), 146–172. doi:10.1509/jm.15.0415
  • Strauss, A. L., & Corbin, J. M. (1990). Basics of qualitative research. Newbury Park, CA: Sage.
  • Tafesse, W., & Kitchen, P. J. (2015). IMC–An integrative review. International Journal of Advertising, 36(2), 210–226. doi:10.1080/02650487.2015.1114168
  • Tanner, J. F. (1999). Organizational buying theories: A bridge to relationships theory. Industrial Marketing Management, 28(3), 245–255. doi:10.1016/S0019-8501(98)00052-2
  • Treviño, L. K., Brown, M., & Hartman, L. P. (2003). A qualitative investigation of perceived executive ethical leadership: Perceptions from inside and outside the executive suite. Human Relations, 56(1), 5–37. doi:10.1177/0018726703056001448
  • Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90–102. doi:10.1509/jmkg.73.5.90
  • Tyagi, A., & Tyagi, R. (2012). Social media: Opportunities and challenges for human resource management. International Journal of Knowledge-Based Organizations (IJKBO), 2(2), 54–67. doi:10.4018/ijkbo.201204010
  • Valos, M., Cassidy, R., Driesener, C., Habibi, F., & Maplestone, V. (2016). Exploring the integration of social media within integrated marketing communication frameworks: Perspectives of services marketers. Market Intelligence and Planning, 34(1), 19–40. doi:10.1108/MIP-09-2014-0169
  • Vernuccio, M., & Ceccotti, F. (2015). Strategic and organisational challenges in the integrated marketing communication paradigm shift: A holistic vision. European Management Journal, 33(6), 438–449. doi:10.1016/j.emj.2015.09.001
  • Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. The Journal of Marketing Theory and Practice, 20(2), 122–146. doi:10.2753/MTP1069-6679200201
  • WARC. (2015a). Marketers lag on digital interaction. Retrieved from http://www.warc.com/LatestNews/News/Marketers_lag_on_digital_interaction.news?ID=35256 (accessed 25 August 2015).
  • WARC. (2015b). Marketers lag on digital interaction. Retrieved from http://www.warc.com/LatestNews/News/FMCG_brands_struggle_with_digital.news?ID=34939 (accessed 4 August 2015).
  • Warwick, D. P., & Lininger, C. A. (1975). The sample survey: Theory and practice. New York: McGraw-Hill Book Company.
  • Wilson, R. D., & Machleit, K. A. (1985). Advertising decision models: A managerial review. Current Issues and Research in Advertising, 8(2), 99–187. doi:10.1080/01633392.1985.10505385
  • Winer, R. S. (2009). New communications approaches in marketing: Issues and research directions. Journal of Interactive Marketing, 23(2), 108–117. doi:10.1016/j.intmar.2009.02.004
  • Yang, S., Lin, S., Carlson, J. R., & Ross, W. T., Jr. (2016). Brand engagement on social media: Will firms’ social media efforts influence search engine advertising effectiveness? Journal of Marketing Management, 32(5–6), 526–557. doi:10.1080/0267257X.2016.1143863
  • Yi, M. Y., Fiedler, K. D., & Park, J. S. (2006). Understanding the role of individual innovativeness in the acceptance of IT-based innovations: Comparative analyses of models and measures. Decision Sciences, 37(3), 393–426. doi:10.1111/j.1540-5414.2006.00132.x

Reprints and Corporate Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

To request a reprint or corporate permissions for this article, please click on the relevant link below:

Academic Permissions

Please note: Selecting permissions does not provide access to the full text of the article, please see our help page How do I view content?

Obtain permissions instantly via Rightslink by clicking on the button below:

If you are unable to obtain permissions via Rightslink, please complete and submit this Permissions form. For more information, please visit our Permissions help page.