154 documents found, page 1 of 16

The role of managers in driving effective paid media strategies in an advertisi...

Purpose: This paper develops a practical model for the critical activities of the paid media manager in driving the successful implementation of digital paid advertising campaigns. Originality/value: Based on previous articles about the revolution in the advertising sector through digital and social media (Araújo et al., 2020; Helberger et al., 2020; Liu-Thompkins, 2019), the study responds to latent calls for ...

Exploring ethical consumer behavior: a comprehensive study using the ethically ...

This research assesses how adult consumers perceive and behave concerning ethical practices, aiming to comprehend the obstacles that hinder ethical and sustainable consumption. Employing a modified version of the Theory of Planned Behavior (TPB) alongside the Ethically Minded Consumer Behavior-Scale (EMCB), a sur- vey was conducted with 372 participants from Germany, young and educated, to reveal and compare th...

Toward the inter-channel synergy renaissance in emerging markets: evidence from...

The extent to which businesses in transition economies ensure seamless shopping experience may make the difference between venture’s success or failure. Companies are adhering to this growing market demand by shifting from mono to multiple-channel strategies. In many situations, businesses in transition economies implementing a multiple-channel model trace their beginnings to the pure physical sales model. The ...

Combinar marketing de experiência com marketing de influência pode conduzir a u...

Objetivo: O presente trabalho teve como principal objetivo discutir como a estratégia combinada de marketing experiencial e de marketing de influência pode conduzir a um aumento do brand awareness digital de uma marca. Ao combinar elementos do marketing de experiência com a divulgação por meio de influenciadores digitais, este artigo apresenta resultados encontrados em uma ação premiada em Portugal. Método: A m...

Entrepreneurial cognition and internationalization speed: towards a potential m...

This study explores the influence that entrepreneurial cognition, in terms of the dichotomy in human information processing, has on the earliness of internationalization and post-entry speed. Entrepreneurial cognition is investigated through the lens of the dual-process theory, which posits that human information processing is formed of two systems, the experiential cognitive system (System 1) and the rational ...

Emotional labor in healthcare: the role of work perceptions and personality traits

Using the Job Demands-Resources (JD-R) model as the theoretical framework, this study investigates how the perception of the work environment predicts the emotional labor strategies, and the moderating effect of personality traits on this relationship. Data were collected through the Portuguese Nurses Council, yielding 180 valid questionnaires. The perceptions of the work environment were measured through the P...

What would incentive and discourage parents from buying second-hand products fo...

Experiências de captação de recursos e a interface com o marketing social: estu...

As organizações não governamentais (ONGs) são um dos tipos de organizações que compõem o terceiro setor. Este estudo tem o objetivo de identificar as estratégias para captação de recursos utilizada por uma ONG brasileira, verificar a interface com o marketing social e levantar oportunidades de aplicar estratégias para alavancar a captação de recursos. A pesquisa foi qualitativa, com o método de estudo de caso n...

Healthy eating as a trend: consumers' perceptions towards products with nutriti...

Purpose: The number of food products containing nutritional or health claims, such as added calcium for stronger bones, has been increasing. Accordingly, we aimed to understand consumers’ perceptions towards products that are considered to be healthier and to know how these perceptions affect their purchase intentions. Theoretical framework: Based on consumer perception theory and how consumers process and inte...

Environmental concerns – uniting generations for a global cause in turbulent times

A radical set of social and structural shifts in the last years has transformed the world, bringing a confusing order that few have been able to predict. Common sense information and myths about Millennials’ generation define them as being very homogeneous and different from other generations, which would be already a complex dimension to analyze. However, the complexity increases according to some studies that...