Journal of Marketing Theory and Practice, Volume 26, Issue 1-2 (2018)

Browse this journal
Sample our Economics, Finance,Business & Industry journals, sign in here to start your access, latest two full volumes FREE to you for 14 days

Journal of Marketing Theory and Practice, Volume 26, Issue 1-2 (2018)

See all volumes and issues
Vol 32, 2024 Vol 31, 2023 Vol 30, 2022 Vol 29, 2021 Vol 28, 2020 Vol 27, 2019 Volume 26, 2018 Vol 25, 2017 Vol 24, 2016 Vol 23, 2015 Vol 22, 2014 Vol 21, 2013 Vol 20, 2012 Vol 19, 2011 Vol 18, 2010 Vol 17, 2009 Vol 16, 2008 Vol 15, 2007 Vol 14, 2006 Vol 13, 2005 Vol 12, 2004 Vol 11, 2003 Vol 10, 2002 Vol 9, 2001 Vol 8, 2000 Vol 7, 1999 Vol 6, 1998 Vol 5, 1997 Vol 4, 1996 Vol 3, 1995 Vol 2, 1993-1994
Download citations Download PDFs Download issue

Special Issue on Social Media Marketing

Introduction

Introduction
ADVANCING OUR UNDERSTANDING OF THE THEORY AND PRACTICE OF SOCIAL MEDIA MARKETING: INTRODUCTION TO THE SPECIAL ISSUE
Tracy Tuten & Alma Mintu-Wimsatt
Pages: 1-3
Published online: 02 Mar 2018
First Page PreviewforADVANCING OUR UNDERSTANDING OF THE THEORY AND PRACTICE OF SOCIAL MEDIA MARKETING: INTRODUCTION TO THE SPECIAL ISSUE | Full Text | References | PDF (87 KB)
  • 18834 Views
  • 1 CrossRef citations
  • 0Altmetric
Free Access

Original Articles

Article
ENGAGEMENT WITH SOCIAL MEDIA CONTENT: A QUALITATIVE EXPLORATION
Holly A. Syrdal & Elten Briggs
Pages: 4-22
Published online: 02 Mar 2018
AbstractforENGAGEMENT WITH SOCIAL MEDIA CONTENT: A QUALITATIVE EXPLORATION | Full Text | References | PDF (207.4 KB)
  • 6305 Views
  • 12 CrossRef citations
  • 0Altmetric
Article
UNDERSTANDING CUSTOMER BRAND ENGAGEMENT WITH VIRTUAL SOCIAL COMMUNITIES: A COMPREHENSIVE MODEL OF DRIVERS, OUTCOMES AND MODERATORS
Amélia Carvalho & Teresa Fernandes
Pages: 23-37
Published online: 02 Mar 2018
AbstractforUNDERSTANDING CUSTOMER BRAND ENGAGEMENT WITH VIRTUAL SOCIAL COMMUNITIES: A COMPREHENSIVE MODEL OF DRIVERS, OUTCOMES AND MODERATORS | Full Text | References | PDF (484.3 KB)
  • 2982 Views
  • 19 CrossRef citations
  • 0Altmetric
Article
MARKETING LEADERS AND SOCIAL MEDIA: BLENDING PERSONAL AND PROFESSIONAL IDENTITIES
Debika Sihi & Kara Lawson
Pages: 38-54
Published online: 02 Mar 2018
AbstractforMARKETING LEADERS AND SOCIAL MEDIA: BLENDING PERSONAL AND PROFESSIONAL IDENTITIES | Full Text | References | PDF (604 KB)
  • 1011 Views
  • 2 CrossRef citations
  • 0Altmetric
Article
CAPTURING AND CO-CREATING STUDENT EXPERIENCES IN SOCIAL MEDIA: A SOCIAL IDENTITY THEORY PERSPECTIVE
Momoko Fujita, Paul Harrigan & Geoffrey N. Soutar
Pages: 55-71
Published online: 02 Mar 2018
AbstractforCAPTURING AND CO-CREATING STUDENT EXPERIENCES IN SOCIAL MEDIA: A SOCIAL IDENTITY THEORY PERSPECTIVE | Full Text | References | PDF (1 MB)
  • 6887 Views
  • 10 CrossRef citations
  • 0Altmetric
Article
PRIVATE INFORMATION IN A SOCIAL WORLD: ASSESSING CONSUMERS’ FEAR AND UNDERSTANDING OF SOCIAL MEDIA PRIVACY
Alexa K. Fox & Marla B. Royne
Pages: 72-89
Published online: 02 Mar 2018
AbstractforPRIVATE INFORMATION IN A SOCIAL WORLD: ASSESSING CONSUMERS’ FEAR AND UNDERSTANDING OF SOCIAL MEDIA PRIVACY | Full Text | References | PDF (453.3 KB)
  • 2614 Views
  • 1 CrossRef citations
  • 0Altmetric
Note
USER-GENERATED CONTENT AS WORD-OF-MOUTH
Edward Ramirez, Roland Gau, John Hadjimarcou & Zhenning (Jimmy) Xu
Pages: 90-98
Published online: 02 Mar 2018
AbstractforUSER-GENERATED CONTENT AS WORD-OF-MOUTH | Full Text | References | PDF (137.4 KB)
  • 1157 Views
  • 3 CrossRef citations
  • 0Altmetric
Article
NAVIGATING ONLINE BRAND ADVOCACY (OBA): AN EXPLORATORY ANALYSIS
Violetta Wilk, Paul Harrigan & Geoffrey N. Soutar
Pages: 99-116
Published online: 02 Mar 2018
AbstractforNAVIGATING ONLINE BRAND ADVOCACY (OBA): AN EXPLORATORY ANALYSIS | Full Text | References | PDF (611.7 KB)
  • 1867 Views
  • 6 CrossRef citations
  • 0Altmetric
Article
A DYADIC EXAMINATION OF INSPIRATIONAL FACTORS DRIVING B2B SOCIAL MEDIA INFLUENCE
James M. Barry & John Gironda
Pages: 117-143
Published online: 02 Mar 2018
AbstractforA DYADIC EXAMINATION OF INSPIRATIONAL FACTORS DRIVING B2B SOCIAL MEDIA INFLUENCE | Full Text | References | PDF (1.1 MB)
  • 1646 Views
  • 1 CrossRef citations
  • 0Altmetric
Article
HOW SOCIAL COMMUNITY AND SOCIAL PUBLISHING INFLUENCE NEW PRODUCT LAUNCH: THE CASE OF TWITTER DURING THE PLAYSTATION 4 AND XBOX ONE LAUNCHES
Yuna Kim & Jennifer D. Chandler
Pages: 144-157
Published online: 02 Mar 2018
AbstractforHOW SOCIAL COMMUNITY AND SOCIAL PUBLISHING INFLUENCE NEW PRODUCT LAUNCH: THE CASE OF TWITTER DURING THE PLAYSTATION 4 AND XBOX ONE LAUNCHES | Full Text | References | PDF (556 KB)
  • 1773 Views
  • 2 CrossRef citations
  • 0Altmetric
Article
HUMOR EFFECTIVENESS IN SOCIAL VIDEO ENGAGEMENT
James M. Barry & Sandra S. Graça
Pages: 158-180
Published online: 02 Mar 2018
AbstractforHUMOR EFFECTIVENESS IN SOCIAL VIDEO ENGAGEMENT | Full Text | References | PDF (458.3 KB)
  • 1778 Views
  • 5 CrossRef citations
  • 0Altmetric
Article
WHAT MOTIVATES CONSUMERS TO PARTAKE IN CYBER SHILLING?
Ramendra Thakur, Dena Hale & John H. Summey
Pages: 181-195
Published online: 02 Mar 2018
AbstractforWHAT MOTIVATES CONSUMERS TO PARTAKE IN CYBER SHILLING? | Full Text | References | PDF (228.9 KB)
  • 495 Views
  • 2 CrossRef citations
  • 0Altmetric
Article
A SOCIOCULTURAL APPROACH TO KOREA WAVE MARKETING PERFORMANCE: CROSS-NATIONAL ADOPTION OF ARGUMENTS ON FOREIGN CULTURAL PRODUCTS IN A SOCIAL MEDIA CONTEXT
Sungjoon Yoon
Pages: 196-209
Published online: 02 Mar 2018
AbstractforA SOCIOCULTURAL APPROACH TO KOREA WAVE MARKETING PERFORMANCE: CROSS-NATIONAL ADOPTION OF ARGUMENTS ON FOREIGN CULTURAL PRODUCTS IN A SOCIAL MEDIA CONTEXT | Full Text | References | PDF (166.4 KB)
  • 396 Views
  • 1 CrossRef citations
  • 0Altmetric

Explore articles