Marketing as Constructive Engagement

Constructive Engagement in Sales and Operations planning

Patient engagement or social media marketing?

Tweeting about journal articles: Engagement, marketing or just gibberish?

INTRODUCTION Altmetric indicators, defined as mentions from social media platforms to scientific literature, are seen as promising and with the potential to be used, when fully developed in research evaluation (Wilsdon et al., 2015). They are perceived as a means to connect with ‘broader audiences’ translating research findings from academia to society. Despite this enthusiastic appraisal on wh...

Examining Brand Engagement in the Mobile SNS Marketing Context

As more people access to social network services (SNS), especially by using mobile devices, more organizations become to use SNS as a channel for their marketing and promotion. It is known that the growth potential of the mobile advertising market is significant. While brand engagement is a key motive for mobile advertising, there is a lack of understanding about how SNS users become to engage ...

Why customers won't relate: Obstacles to relationship marketing engagement☆

a r t i c l e i n f o Due to the challenges associated with reaching consumers using traditional marketing approaches, firms increasingly rely on relational marketing tactics to increase customer patronage with the firm. Yet, consumers often actively avoid relational devices. Thus, firms have a heightened interest in factors that affect customer engagement in relationship marketing efforts. Thi...