Marketing
Are Influential Buying Center Members Really Important For Industrial Purchase Decisions? Further
Existing explanatory models and related measurement methods on buying center decision-making do not suggest a differentiated consideration of the influence construct. In this paper we specify the Read More »
Author: Markus Voeth, Uta Herbst, Timo Andreas Knöpfle
Contributor: eb™ Research Team
Controllable Antecedents To Boosting Word-of-Mouth On Social Media: Empirical Evidence From Twitter
This paper examines the burst of word-of-mouth on social media(i.e., ewoM), focusing on the marketing stimuli that are controllable by marketers. Through analysis of textbased user-generated contents Read More »
An Investigation Of How Managers’ Mental Models Of Business-Consumer Interaction Influence The
The paper empirically illustrates how mental models influence how managers implement social media in their businesses. we posit that managers’ use of social media is constrained by four mental Read More »
Author: Pernille Rydén, Torsten Ringberg, Ricky Wilke
Contributor: eb™ Research Team
Time Pressure And Time Planning In Explaining Advertising Avoidance Behavior
In this study two factors, central to time allocation theory, are identified as relevant to an understanding of television advertising avoidance behaviour: time pressure and time planning. Drawing Read More »
Analyzing Industrial Services From A Customer Perspective
Service-led growth is a popular but rarely reached objective among industrial companies. However, current research analyses this important strategy mainly from a supplier perspective. Instead, we Read More »
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