Marketing
Brands And The Virtual Self: Network Effects On Self-Congruent Facebook ‘likes’, And Brand
Consumers’ use of brands has been widely studied in offline contexts. However, its examination in online social networks, such as Facebook, is more recent. This study investigates whether network Read More »
Date: 06/03/2014
Author: Elaine Wallace, Isabel Buil Carrasco, Leslie De Chernatony
Contributor: eb™ Research Team
Author: Elaine Wallace, Isabel Buil Carrasco, Leslie De Chernatony
Contributor: eb™ Research Team
The Impact Of Brand Strength On Consumers’ Reactions Towards E-WOM
Prior research has demonstrated a strong influence of eWOM on consumers. However, it is not known whether individuals react differently to eWOM when it concerns a strong brand rather than a weak Read More »
Date: 06/03/2014
Author: Alexander Mafael, Sabrina Gottschalk, Henning Kreis, Alexandra Deckert
Contributor: eb™ Research Team
Author: Alexander Mafael, Sabrina Gottschalk, Henning Kreis, Alexandra Deckert
Contributor: eb™ Research Team
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 »
Date: 06/03/2014
Author: Jesper Clement, Thomas Zoëga Ramsøy, Dalia Bagdziunaite, Khalid Nassri
Contributor: eb™ Research Team
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 »
Date: 09/30/2025
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
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 »
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