Marketing
An Added Value Of Neuroscientific Tools To Understand Consumers’ In-Store Behaviour
Little is still understood about the actual in-store purchase process. Here, we report that prior ad exposure affects in-store decision-making. By using mobile eye-tracking and electroencephalography Read More »
Author: Jesper Clement, Thomas Zoëga Ramsøy, Dalia Bagdziunaite, Khalid Nassri
Contributor: eb™ Research Team
AI- Driven Social Media Monetization Policy And Consumer- Centric Engagement In Digital Marketing
This study explored social media monetization policy in Nigeria as a potential avenue for a new social contract as a digital economy development indicator and entrepreneurship sustainability. By Read More »
Author: David Oyewumi-Taiwo Oyekunle, Okwudili Matthew Ugochukwu, Oluyemisi Adenike Oyedemi, Godwin Nse Ebong, Maria Esegbona-Isikeh Ogheneruona, Amaonwu Onyebuchi, Esther Bunmi Eboesomi, Praise Akinsipe
Contributor: eb™ Research Team
Linking Strategy-As-Practice Knowledge And Multi-Stakeholder Brand Meaning Co-Creation: Insights
In this paper, we adopt a strategy-as-practice perspective and establish a link to the practices of brand meaning cocreation. We contribute empirical insights gained in the context of a small, Read More »
Consumer Dominant Semiotics: Aspects Of An Emerging Marketing Paradigm
Extant research has established consumer dominance as a significant phenomenon in contemporary marketing. Theoretical groundwork has convincingly argued for a distinctive consumer dominant paradigm. Read More »
Sponsorship And Ambush Marketing Effectiveness: A Field-Experimental Analysis Of Print And Online
With rising sponsorship expenditures every year, marketing practice has an essential need for information of sponsorship effectiveness. Traditional sponsorship is becoming increasingly threatened by Read More »
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