Marketing
I Hate Ads But Not The Advertised Brands: A Qualitative Study On Internet Users' Lived Experiences
Purpose This paper aims to explore Internet users' lived experiences with video ads, both skippable and nonskippable, while watching content on YouTube. Design/methodology/approach In-depth Read More »
Introducing Integrated Hybrid Communication: The Nexus Linking Marketing Communication And
Purpose This study aims to investigate how marketing communication (MC) and nascent corporate communication (CC) strategies are juxtaposed in the small- and medium-sized enterprise (SME) setting. Read More »
Author: Sharifah Faridah Syed Alwi, John M.T. Balmer, Maria-Cristina Stoian, Philip J. Kitchen
Contributor: eb™ Research Team
Empowering Brands: The Art Of Persuasive Marketing And Building Unshakable Consumer Trust
In the dynamic landscape of modern business, empowering brands goes beyond conventional marketing strategies — it delves into the art of persuasive marketing and the construction of unshakable Read More »
Author: Baqer Khudair Al-Hadrawi
Contributor: Qasim Obaid Nasser, Sheref Betabo Gogsido eb™ Research Team
A Strategic Framework For Artificial Intelligence In Marketing
The authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions Read More »
‘Nature Has Everything’: A Multimodal Analysis Of Ethical Consumerism Discourse On Instagram
The present study tries to comprehend how ethical consumerism discourse is constructed and used for advertising and commercial purposes on social media. Thus, it examines the advertising practices of Read More »
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