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Статті в журналах з теми "Network marketіng"

Автор: Grafiati

Опубліковано: 28 травня 2022

Оновлено: 31 липня 2025

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1

Mazurek, Grzegorz. "Network Value Creation through Marketing." Management and Business Administration. Central Europe 22, no. 4 (2014): 70–77. http://dx.doi.org/10.7206/mba.ce.2084-3356.120.

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2

Yaqub, Muhammad Zafar, Marijana Srećković, Gerard Cliquet, George Hendrikse, and Josef Windsperger. "Network innovation versus innovation through networks." Industrial Marketing Management 90 (October 2020): 79–89. http://dx.doi.org/10.1016/j.indmarman.2020.07.001.

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3

Wang, Xiaofeng, Wei Zhuo, Qianyi Zhan, and Yuan Liu. "Viral Marketing for Public Health Campaigns in Social Networks." Journal of Medical Imaging and Health Informatics 11, no. 2 (2021): 313–20. http://dx.doi.org/10.1166/jmihi.2021.3272.

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Viral marketing for public health campaigns aims at identifying a group of seed users to maximize the message of public health information in a target social network. Different from traditional viral marketing problems, public health campaigns try to expand social influence in the target network, meanwhile it also focus on their target audience, who are difficult to discover. Meanwhile, besides the target network, users nowadays can also participate many other social networks. Discovering target audience and viral marketing in these networks, referred to as the source networks, can be relative

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4

Zhao, Yuehan. "The Contribution of Social Networks to Marketing Strategies." Highlights in Business, Economics and Management 23 (December 29, 2023): 1185–91. http://dx.doi.org/10.54097/zmwjj769.

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It has existed since ancient times, and sociology has conducted in-depth research on it. Sociology believes that society is not composed of individuals but of networks, which contain nodes and their relationships. It can also be understood that our social relationships are intertwined, forming a complex social network. In recent decades, social network analysis has been widely concerned and applied in academic research and practical applications. By analyzing and measuring network graph, it reveals key nodes in social networks, information transmission channels and community structures in netw

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5

Al Adem, Samar, Daniel Schepis, and Sharon Purchase. "Orchestrating network resilience within humanitarian aid networks." Industrial Marketing Management 107 (November 2022): 190–203. http://dx.doi.org/10.1016/j.indmarman.2022.09.016.

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6

Hill, Shawndra, Foster Provost, and Chris Volinsky. "Network-Based Marketing: Identifying Likely Adopters via Consumer Networks." Statistical Science 21, no. 2 (2006): 256–76. http://dx.doi.org/10.1214/088342306000000222.

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7

Poornima, A. S. "Actor Network Theory, Social Networks, Marketing of Mutual Funds." Management Accountant Journal 58, no. 1 (2023): 98. http://dx.doi.org/10.33516/maj.v58i1.98-101p.

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8

Andersson, Svante, Natasha Evers, and Gabriela Gliga. "Entrepreneurial marketing and born global internationalisation in China." Qualitative Market Research: An International Journal 21, no. 2 (2018): 202–31. http://dx.doi.org/10.1108/qmr-11-2016-0115.

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Purpose This study aims to explore the entrepreneurial marketing (EM) behaviour of Swedish born globals entering the Chinese market through their international networks. Drawing from the network theory of small firm internationalisation, this study is positioned in the domain of EM, and thus captures the relevance of EM behaviour to explain how born globals internationalise through their networks. Design/methodology/approach A qualitative case study approach of two Swedish born global companies active in the Chinese market is used. The network theory helps analyse the data in the three phases

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9

Lando, L. J. "Network marketing." British Dental Journal 173, no. 4 (1992): 122. http://dx.doi.org/10.1038/sj.bdj.4807959.

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10

Aureli, Selena, and Fabio Forlani. "The importance of brand architecture in business networks." Qualitative Market Research: An International Journal 19, no. 2 (2016): 133–55. http://dx.doi.org/10.1108/qmr-02-2016-0007.

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Purpose This study aims to understand if network brand management is a key activity in tourism business networks and how the network brand relates to the place brand and the brands of individual network members. Design/methodology/approach Preference has been given to a qualitative approach and to the use of case study methodology. Two qualitative techniques have been used: document analysis and in-depth semi-structured interviews. Findings Results indicate that network brand identity is a prerequisite for all alliances, thus confirming the brand’s aggregating role in business networks. Howeve

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11

Khan, Amir Sajjad, and Inamullah Khan. "Impact Of E-Marketing on Social Network usage." Archives of Business Research 2, no. 6 (2014): 83–95. http://dx.doi.org/10.14738/abr.26.585.

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12

Nguyen, Thi Quynh Trang, Xuan Dam Dong, and Thang Ho. "Stakeholder Involvement in Destination Marketing: A Network Analysis of two Destinations in Vietnam." Tourism and hospitality management 27, no. 1 (2021): 189–203. http://dx.doi.org/10.20867/thm.27.1.11.

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Purpose –This paper aims to identify the stakeholders involved in tourism destination marketing networks. The involvement and collaboration of multiple individuals and organisations is widely recognised in destination marketing to promote a destination. Internal stakeholders of a destination and their collaboration are frequently studied in destination marketing research, but little attention is paid to the involvement of external stakeholders. Design/Methodology/Approach – Quantitative social network analysis is an important approach to understanding stakeholder connections and roles in touri

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13

Ugolkova, Olena, and Iryna Prokopenko. "Social networks as a marketing tool in implementation of crowdfunding campaigns." Economic journal Odessa polytechnic university 4, no. 14 (2020): 102–8. http://dx.doi.org/10.15276/ej.04.2020.12.

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The article reveals the essence and features of the concept of "social networks". The dynamics of social network users around the world is analyzed, the list of the most popular by the number of active social network users is determined, the peculiarities of gender distribution of social network users by regions and by gender are researched. It was determined that such social networks as YouTube, LinkedIn, Twitter and TikTok are more involved among men, while Facebook and Instagram are significantly dominated by women, a special network is Pinterest, which is dominated by women, with only 15%

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14

Olena, Z. Ugolkova, and V. Prokopenko Iryna. "Social networks as a marketing tool in implementation of crowdfunding campaigns." Economic journal Odessa polytechnic university 4, no. 14 (2020): 102–8. https://doi.org/10.5281/zenodo.4620217.

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Анотація:

The article reveals the essence and features of the concept of "social networks". The dynamics of social network users around the world is analyzed, the list of the most popular by the number of active social network users is determined, the peculiarities of gender distribution of social network users by regions and by gender are researched. It was determined that such social networks as YouTube, LinkedIn, Twitter and TikTok are more involved among men, while Facebook and Instagram are significantly dominated by women, a special network is Pinterest, which is dominated by women, with

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15

Sharma, Gajendra, and Li Baoku. "E-Marketing on Online Social Networks and Ethical Issues." International Journal of Online Marketing 2, no. 4 (2012): 1–14. http://dx.doi.org/10.4018/ijom.2012100101.

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Анотація:

Online social network is any electronic tool or application that provides information, allowing collaboration, interaction, and sharing information among users. The social network can be utilized as an e-marketing tool with low-cost and effective source of medium for marketers to identify market needs, customer experiences, competitive movements, and trends. The purpose of this paper is to study the significance of online social networks based on web 2.0 technologies on e-marketing promotion and potential challenging issue as well as needs of ethical standards. The paper adopts a broad literat

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16

Iacobucci, Dawn, and Nigel Hopkins. "Modeling Dyadic Interactions and Networks in Marketing." Journal of Marketing Research 29, no. 1 (1992): 5–17. http://dx.doi.org/10.1177/002224379202900102.

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Анотація:

Many substantive areas in marketing share a basic concern with relationships. Social network and dyadic interaction methods are techniques that can enrich a researcher's understanding of the structure of relationships, whether a few actors or many are involved and whether the relationships are at the consumer or business level. Network models are discussed in a variety of substantive areas, including coalition formation in buying centers, identification of opinion leaders in word-of-mouth networks, power and cooperation in channel dyads, conflict resolution in family purchasing, and the manage

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17

Menelec, Valerie, and Brian Jones. "Networks and marketing in small professional service businesses." Journal of Research in Marketing and Entrepreneurship 17, no. 2 (2015): 193–211. http://dx.doi.org/10.1108/jrme-03-2015-0023.

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Purpose – This paper aims to explore networks in relation to small professional service businesses. Both the structural and relational components of networks are considered to better understand what networks are and how they operate. The paper investigates the link between networks and marketing and discusses the extent to which small professional service businesses use their networks for marketing activities. Design/methodology/approach – The literature review identifies key elements of professional service businesses, networks and marketing activities. The primary research is qualitative by

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18

Sijabat, Rauly. "PENGUATAN KINERJA PEMASARAN MELALUI PENGEMBANGAN INOVASI DAN KREATIVITAS PROGRAM KERJA PADA WIRAUSAHA MUDA DI SEMARANG." Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science) 16, no. 1 (2017): 26. http://dx.doi.org/10.14710/jspi.v16i1.26-42.

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Marketing performance is related to the results achieved by the company. A review of previous studies conducted leads that marketing performance can be achieved by building the capabilities of business networks created through innovation and creativity of marketing programs. These findings are then directing this research in providing empirical evidence related to the influence of innovation variables, marketing program creativity, business network capabilities and marketing performance. The data required in this study was obtained through interviews using a questionnaire on a scale of 1-7. Th

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19

Campbell, Colin, Carla Ferraro, and Sean Sands. "Segmenting consumer reactions to social network marketing." European Journal of Marketing 48, no. 3/4 (2014): 432–52. http://dx.doi.org/10.1108/ejm-03-2012-0165.

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Purpose – The purpose of this paper is to understand how consumers may be segmented with respect to their reactions to social network marketing. Design/methodology/approach – Consumers are segmented on the basis of attitudes toward social network marketing and the association among psychological, economic, and socio-demographic covariates are explored using data from 883 consumers and latent-class analysis. Findings – A total of five segments are identified – Passive, Talkers, Hesitant, Active, and Averse – along with significant covariates, such as information search, convenience, entertainme

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20

DaSouza, Richelle, and E. Mitchell Church. "Utilizing Social Networks to Improve Success Metrics in Social E-Commerce." Journal of the Southern Association for Information Systems 11, no. 1 (2024): 53–67. http://dx.doi.org/10.17705/3jsis.00035.

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Social e-commerce highlights the current trend of companies strategically using a multi-platform approach for their marketing plans and selling needs. This approach often consists of a company utilizing one or more social networks, along with a social e-commerce, to create an online community around their products. However, there is limited holistic research on how companies use social networks to maximize their branding and marketing efforts. This study theorizes the strategic social network actions of a social e-commerce platform. We collected data from a random sample of 1,458 social e-comm

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21

Rezvani, M., S. Ghahramani, and R. Haddadi. "Network Marketing Strategies in Sale and Marketing Products Based on Advanced Technology in Micro-Enterprises." International Journal of Trade, Economics and Finance 8, no. 1 (2017): 32–37. http://dx.doi.org/10.18178/ijtef.2017.8.1.535.

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22

BUCHII, NATALIIA, and SOLOMIIA FEDUSHKO. "INFORMATION SUPPORT OF THE INTERNET-STORE ON THE SOCIAL NETWORK INSTAGRAM." Herald of Khmelnytskyi National University 303, no. 6 (2021): 37–40. http://dx.doi.org/10.31891/2307-5732-2021-303-6-37-40.

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The article analyzes the internet-store on the social network Instagram. Today, social networks have rapidly entered not only people’s lives, but also play an important role in entrepreneurship and have become an effective method of implementing any business projects. One of the most popular social platforms is Instagram. This social network allows entrepreneurs to promote their products on the Internet, having a real business. The main task in such promotion is the correct choice of the target audience and the presence of a clear content plan. Designing and maintaining a page on the social ne

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23

FEDUSHKO, SOLOMIIA, NATALIIA BUCHII, and YURIY SYEROV. "INFORMATION SUPPORT OF THE INTERNET-STORE ON THE SOCIAL NETWORK INSTAGRAM." Herald of Khmelnytskyi National University. Technical sciences 307, no. 2 (2022): 42–45. http://dx.doi.org/10.31891/2307-5732-2022-307-2-42-45.

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Анотація:

The article analyzes the internet-store on the social network Instagram. Today, social networks have rapidly entered not only people’s lives, but also play an important role in entrepreneurship and have become an effective method of implementing any business projects. One of the most popular social platforms is Instagram. This social network allows entrepreneurs to promote their products on the Internet, having a real business. The main task in such promotion is the correct choice of the target audience and the presence of a clear content plan. Designing and maintaining a page on the social ne

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24

Lang, Ningning, Lin Wang, and Quanbo Zha. "Targeted Allocation of Marketing Resource in Networks Based on Opinion Dynamics." Mathematics 10, no. 3 (2022): 394. http://dx.doi.org/10.3390/math10030394.

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Recent advances in information technology and the boom in social media provide firms with easy access to the data of consumers’ preferences and their social interactions. To characterize marketing resource allocation in networks, this paper develops a game theoretical model that allows for each firm’s own utility, action strategies of other firms and the inner state (self-belief and opinions) of consumers. In this model, firms can sway consumers’ opinions by spending marketing resources among consumers under budget and cost constraints. Each firm competes for the collective preference of consu

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25

Haugum, Margrete, and Jorunn Grande. "The Role of Marketing in Local Food Networks." International Journal on Food System Dynamics 8, no. 1 (2017): 1–13. https://doi.org/10.18461/ijfsd.v8i1.811.

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Local food producers are often advised to collaborate with other local food producers to jointly participate in marketing and sales activities. Local food producers are often small and must operate many different activities to run their company, so the idea to collaborate may help them to become more efficient. We explore the role of marketing in local food networks through an analysis of marketing strategies and marketing mix in six local food networks in central Norway. When producers participate in food networks, they disconnect from direct relationships with their consumers. The value of t

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26

Olinichenko, Kateryna, Olga Priadko, and Maksym Klymenko. "Marketing tools for promotion of educational services through social networks." Marketing and Digital Technologies 4, no. 3 (2020): 34–43. http://dx.doi.org/10.15276/mdt.4.3.2020.4.

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The aim of the article. The application of marketing mechanisms nowadays is an important component in the formation of an effective educational system in Ukraine. It is marketing, based on the formation of demand for educational services and its satisfaction, which provides integrated production and services sale management in the field of education. Insufficient attention is paid to promotion of educational services using Instagram social network, which is an effective tool for communication with the target audience. The aim of the article is to offer special tools for promotion of educationa

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27

Ellis, Dana L., Milena M. Parent, and Benoit Seguin. "Olympic Ambush Marketing Networks and Knowledge Transfer: Examining Their Impact on the Institutionalization of Anti-Ambush Marketing Legislation." Journal of Sport Management 30, no. 5 (2016): 473–89. http://dx.doi.org/10.1123/jsm.2015-0205.

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This article examines how Olympic ambush marketing stakeholder power and transfer of sponsorship, as well as ambush marketing knowledge, have influenced institutional processes leading to the institutionalization of antiambush legislation over the years. Using a qualitative case study design and network analysis, findings show the International Olympic Committee and Organizing Committees for the Olympic Games demonstrate the greatest stakeholder influence within the Olympic ambush marketing network. The power and influence resulting from the structure of Olympic ambush marketing networks was a

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28

Korczagin, Daiana, and Priscila Cembranel. "Marketing de Guerrilha do Twitter / Guerrilla Marketing on Twitter." ID on line. Revista de psicologia 16, no. 59 (2022): 48–68. http://dx.doi.org/10.14295/idonline.v16i59.3371.

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Анотація:

O objetivo da pesquisa foi analisar a percepção dos consumidores de ambas as empresas a respeito das influências do marketing de guerrilha na rede social Twitter. O estudo se desenvolveu por meio de abordagem qualitativa, procedimento de análise da rede social e técnica de questionário para contribuir com o gap de pesquisa a respeito das práticas de marketing de guerrilha na rede social Twitter e como suas abordagens contundentes buscam gerar chamar a atenção dos consumidores. Aborda a influência da estratégia de marketing de guerrilha - criada inicialmente para as mídias tradicionais - adapta

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29

Nupus, Hayati, and Wawan Ichwanudin. "Business Network Accessibility, Customer Relationship Management and Value Co-creation on Family Business Performance." Research Horizon 1, no. 4 (2021): 126–35. http://dx.doi.org/10.54518/rh.1.4.2021.126-135.

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This study aims to analyze the effect of customer relationship management (CRM) capability, business network accessibility (BNA), and value co-creation (VCC) on the improvement of familial distribution network (FDN). In addition, this study also analyzes the influence of customer relationship management (CRM), familial distribution network (FDN), business network accessibility (BNA), and value co-creation (VCC) on improving marketing performance (MP). The results of the study show that the accessibility of the business network has a positive contribution to the strength of the familial distrib

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30

Resya Dwi Marselina, Nida Fadhillah Salsabila, Rindiawati Gustiara, Ira Nurhafifah, Maulani Lestari, and Rima Dinwiati Hamidah. "Pengembangan Strategi Pemasaran Pada Jaringan Bisnis Nasi Gigit Candu." Anggaran : Jurnal Publikasi Ekonomi dan Akuntansi 1, no. 4 (2023): 28–38. http://dx.doi.org/10.61132/anggaran.v1i4.234.

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This research is motivated by business networks to expand professional networks, create opportunities and businesses or jobs. Achieving professional success relies heavily on having a network of quality contacts. Therefore, networking is key in work life. Breakfast in the morning has become a culture for Indonesian people. The breakfast culture has become an activity as evidenced by the diversity of sellers offering various types of food suitable for breakfast. Breakfast is an activity of eating and drinking between morning and 9 o'clock to meet nutritional needs. Based on the above, easy and

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31

Sashi, C. M., and Gina Brynildsen. "Franchise network relationships and word of mouth communication in social media networks." Industrial Marketing Management 102 (April 2022): 153–63. http://dx.doi.org/10.1016/j.indmarman.2022.01.011.

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32

Corsaro, Daniela, Carla Ramos, Stephan C. Henneberg, and Peter Naudé. "Actor network pictures and networking activities in business networks: An experimental study." Industrial Marketing Management 40, no. 6 (2011): 919–32. http://dx.doi.org/10.1016/j.indmarman.2011.06.028.

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33

Prokopenko, Olha, and Vitaliy Omelyanenko. "Marketing aspect of the innovation communications development." Innovative Marketing 14, no. 2 (2018): 41–49. http://dx.doi.org/10.21511/im.14(2).2018.05.

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The article analyzes innovation communications (InCo) as a factor for the innovation networks development. It is shown that the necessity to use InCo practice is due to the complexity of processes in high-tech sectors and the relevance of the development of appropriate organizational and economic tools for marketing relations. The main goals of the innovation networks development are determined. In the context of the study of factors for the innovation networks development, the role of relationship marketing, which involves the constructing long-term mutually beneficial relations with key part

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34

Ramenska, Svitlana, Alina Cherniavska, and Natalya Kotovska. "Marketing of social networks: the challenge of today." Marketing and Digital Technologies 1, no. 7 (2023): 43–51. http://dx.doi.org/10.15276/mdt.7.1.2023.3.

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Анотація:

The aim of the article. The purpose of the article is to research social network marketing as a modern element of promotion in the Internet space. Analysis results. The rapid development and digitization of society has caused the transformation of traditional marketing tools and methodologies into new, more effective marketing elements and methods. Social networks as a new space for the presence of consumers have acquired their own characteristics and properties that distinguish them from traditional ones, which is why the very methods of working in the acquired conditions differ from classica

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35

Bokunewicz, Jane F., and Jason Shulman. "Influencer identification in Twitter networks of destination marketing organizations." Journal of Hospitality and Tourism Technology 8, no. 2 (2017): 205–19. http://dx.doi.org/10.1108/jhtt-09-2016-0057.

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Purpose Destination marketing organizations (DMOs) use Twitter to promote attractions and special events and to build brand awareness. Tweets of a DMO spread through a complex network of connected accounts. Some of these are more influential than others due to their position within the network. This paper aims to use a network analysis of 14 DMOs to identify the categories of influencers that have the greatest reach. Design/methodology/approach NodeXL was used to download and analyze network data from Twitter during July 2016 for a collection of DMOs promoting US cities. Accounts in the networ

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36

Ph.D Research Scholar, Archana Behera,. "Digitalization, Social Network and Women Entrepreneurship: A Sociological Analysis." SMS Journal of Entrepreneurship & Innovation 10, Issue - 2 (2024): 48–59. http://dx.doi.org/10.21844/smsjei.v10i02.30005.

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Анотація:

The importance of entrepreneurship for women extends beyond mere economic empowerment,encompassing enhanced decision-making abilities and leadership skills. Entrepreneurial endeavors,particularly in self-employment, significantly impact women's empowerment. In Odisha, women areincreasingly involved in network marketing, which serves not only as a platform for entrepreneurship butalso for empowerment. This form of marketing diverges from traditional methods by focusing on networkfacilitation, employment opportunities, product benefits, and digitalization. To investigate thisphenomenon, this stu

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37

Anusha, V. V. S. S., S. R. Patel, and Vinaya Kumar, H.M. "UNLOCKING AGRICULTURAL INFORMATION NETWORKS: A SOCIAL NETWORK ANALYSIS APPROACH." Gujarat Journal of Extension Education 36, no. 2 (2023): 104–11. http://dx.doi.org/10.56572/gjoee.2023.36.2.0019.

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Анотація:

Indian extension system persistently encountered challenges related to the ineffective dissemination of agricultural information and lack of intensive private extension. Social Network Analysis (SNA) focuses on how actors are located in a network and studies their multidimensional relationship. The present study aims to explore the information-seeking patterns of the farmers using SNA and understand the effective and efficient means of communication that the extension system can tap further. Two districts (Anand and Vadodara) of Gujarat were conveniently selected from which two blocks and two

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38

Grenčíková, Adriana, Karol Krajčo, and Jakub Sokol. "Use of Viral Marketing by Universities." Marketing and Branding Research 5, no. 2 (2018): 100–110. https://doi.org/10.33844/mbr.2018.60440.

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Анотація:

This study is an attempt to use a viral marketing at universities in Slovak and Czech Republics. Social networks have become an everyday part of life. Permanent communication takes place on social networks and it can be used by private companies as well as other organizations. The social network can serve any organization to provide up-to-date information, respond to customer inquiries, and get quick feedback from them, which is a huge asset. Social networks are becoming a means for companies to find their customers opinions about products. This helps to improve products and adapt to current m

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Wu, Lianren, Jinjie Li, Jiayin Qi, Deli Kong, and Xu Li. "The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community." Sustainability 13, no. 19 (2021): 11128. http://dx.doi.org/10.3390/su131911128.

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Online community marketing and social media influencer marketing have aroused the interest of many researchers and practitioners around the world. Companies building online content communities to implement community marketing and influencer marketing has become a new corporate strategy, especially in the tourism and hotel industries in which experiential products are sold. However, based on the content community, maintaining the sustainable development of a consumer advice network composed of opinion leaders and consumers is a major challenge. This paper selects the travel content community of

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García Orozco, Martha Lucía, Carlos Augusto Rincón Soto, and Julio Cesar Millan Solarte. "Valoración del capital intelectual en las empresas de Network Marketing en Colombia." Revista científica Pensamiento y Gestión 55 (December 13, 2024): 121–50. https://doi.org/10.14482/pege.55.457.691.

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La gestión y valoración del capital humano se ha convertido en un generador de ventajas competitivas e incide en el desempeño de la organización. El objetivo del presente documento es analizar la relación entre la valoración del capital intelectual y la rentabilidad en las empresas del Network Marketing en Colombia. La metodología fue descriptiva con enfoque cuantitativo aplicando el método deductivo, se analizaron 23 empresas de Network Marketing con información financiera de los años 2016 a 2020, se construyó una base de datos de 115 estados financieros. Los resultados mostraron una correlac

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Liu, Yu, and Houjian Li. "The effects of chairmen's social network heterogeneity on cooperative marketing innovation: evidence from Sichuan province in China." Journal of Agribusiness in Developing and Emerging Economies 10, no. 5 (2020): 651–70. http://dx.doi.org/10.1108/jadee-06-2019-0085.

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PurposeThe purpose of this paper, based on first-hand data from 255 chairmen of planting cooperatives in Sichuan province, is threefold: to understand their social network heterogeneity; to understand the significance for members of marketing innovation in farmers' cooperatives and to understand the effects of chairmen's social network heterogeneity on cooperative marketing innovation.Design/methodology/approachThe research employs an empirical survey of the chairmen of planting cooperatives in rural Sichuan province. The researchers use the ordinary least squares method to conduct regression

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Đuričanin, Jasminka, Marko Gašić, Jelena Veličković, and Nebojša Pavlović. "Advertising on Facebook social network." Bizinfo Blace 12, no. 2 (2021): 171–81. http://dx.doi.org/10.5937/bizinfo2102171d.

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The exponential growth of users on social networks around the world has led companies to explore effective ways of their presence on social networks. Accordingly, the trend of advertising as one of the most important forms of communication mix has changed and now companies are mainly focused on advertising on social networks. There are many social networks that companies can use for advertising, however, this paper points to the importance of advertising through the social network Facebook, given the fact that Facebook is the largest and most popular social network in the world and is the perf

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Chamorro-Mera, Antonio, F. Javier Miranda, and Sergio Rubio. "Facebook as a Marketing Tool." International Journal of Virtual Communities and Social Networking 6, no. 4 (2014): 14–28. http://dx.doi.org/10.4018/ijvcsn.2014100102.

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Social networks are one of the more notable sociological phenomena of the last years. Moreover, its apparition and acceptance by majority of the citizens also suppose an important challenge for the firms. Social networks are a new and relevant channel of communication and interaction with their consumers. For this, firms have to create their own place in the social network and actively manage the content that shares and the dialogue that is supported by their followers. In the first part of this paper, the authors explain the creation of an index to evaluate the presence of the companies in th

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Song, Reo, Risto Moisio, and Moon Young Kang. "Capitalizing on the spirit of giving: seeding virtual gift purchases in online social networks." European Journal of Marketing 55, no. 6 (2021): 1724–46. http://dx.doi.org/10.1108/ejm-01-2019-0046.

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Purpose Virtual gifts have emerged as a common feature of online communities, social gaming and social networks. This paper aims to examine how network-related variables and gift-seeding impact virtual gift sales. The network variables include gift-giver centrality and gift-giving dispersion, capturing, respectively, the relative importance of gift-givers in a network and their tendency to give gifts to a greater or lesser number of network peers. Gift-seeding tactics capture social network firms’ attempts to stimulate virtual gift purchases by awarding virtual gifts to network members. Design

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Zhao, Hong, Yi Huang, and Zongshui Wang. "Comparison between social media and social networks in marketing research: a bibliometric view." Nankai Business Review International 12, no. 1 (2021): 122–51. http://dx.doi.org/10.1108/nbri-12-2019-0072.

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Purpose This paper aims to systematically find the main research differences and similarities between social media and social networks in marketing research using the bibliometric perspective and provides suggestions for firms to improve their marketing strategies effectively. Design/methodology/approach The methods of co-word analysis and network analysis have been used to analyze the two research fields of social media and social networks. Specifically, this study selects 2,424 articles from 27 marketing academic journals present in the database Web of Science, ranging from January 1, 1996 t

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Battisti, Martina, Joanna Scott-Kennel, and David Deakins. "A network perspective on foreign entry modes of small knowledge-intensive services firms." European Journal of Marketing 55, no. 7 (2021): 1979–2011. http://dx.doi.org/10.1108/ejm-10-2018-0732.

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Purpose Integrating network attributes from studies of social networks, business relationships and small- to medium-sized enterprise (SME) internationalization, this study adopts a perceptual view of a firm’s focal “net” of relationships to examine foreign market entry mode choice. This study aims to examine how the interaction between knowledge-intensive service (KIS) firm’s network ties, embeddedness and position is related to choice of mode and subsequently the firm’s perceived insidership status within its focal net. Design/methodology/approach This research is based on qualitative intervi

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Nikolić, Milena, Marija Marković-Blagojević, and Danka Milojković. "Social networks as a tool for digital marketing in banking in Serbia." European Journal of Applied Economics 22, no. 1 (2025): 71–85. https://doi.org/10.5937/ejae22-56433.

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Due to rapid IT technology development, many people and enterprises are now active users of social networks. Traditional banking communication channels have become insufficient to meet the demands of modern business conditions. To adapt to the evolving preferences of existing and prospective clients in an increasingly competitive market, banks have had to embrace digital technologies and redefine their business strategies, client engagement, communication approaches, and Customer Relationship Marketing (CRM). Digital changes have given clients a distinctive experience and strengthened the bank

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Kolodnik, Tatiana. "Development of digital marketing theory." Science and Innovations 1, no. 215 (2021): 53–57. http://dx.doi.org/10.29235/1818-9857-2021-1-53-57.

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This article examines digital marketing as a multidimensional economic phenomenon that takes into account the development of scientific and technological progress. The study conveys the author's approach to the definition of the concept, channels and types of digital marketing, introduced on the basis of the use of digital media space in marketing activities as IT infrastructure and network technologies. Digital marketing is analyzed as market business processes occurring in offline and online spaces, with the application of the potential of various means of marketing interactions (Internet, m

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Kohtamäki, Marko, Sara Thorgren, and Joakim Wincent. "Organizational identity and behaviors in strategic networks." Journal of Business & Industrial Marketing 31, no. 1 (2016): 36–46. http://dx.doi.org/10.1108/jbim-07-2014-0141.

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Purpose – The purpose of this study is to develop and test a framework describing the interplay between collective organizational identity, network behaviors and performance in strategic networks. Design/methodology/approach – The study uses data from 141 firms that participated in strategic networks. Structural equation modeling is used to test the hypotheses. Findings – This study demonstrates how a firm’s collective organizational identity directs managerial perceptions toward partner’s opportunism in strategic networks; how these views shape interactions with network partners; and how thes

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Wibisono, Eristian. "Discovering Key Actors and Opinion Leaders on Twitter’s Start-Up and Entrepreneurship Topics Trending: A Social Network Analysis Approach." JURNAL IPTEKKOM Jurnal Ilmu Pengetahuan & Teknologi Informasi 25, no. 1 (2023): 37–56. http://dx.doi.org/10.17933/iptekkom.25.1.2023.37-56.

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The topic of start-ups and entrepreneurship has been widely discussed on social media to disseminate information while serving as a digital marketing platform. Unfortunately, researchers and practitioners interested in analyzing social networks to gain business advantage through digital platforms still need to be expanded. This paper analyzes networks on social media to find important actors and opinion leaders on trending start-up and entrepreneurship topics. Data analytics is performed using one of the most extensive social media, Twitter. Several visualizations of the social network of thes

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