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Now showing items 11-20 of 22
Winning Success in Aquaculture Marketing
(Dublin Institute of Technology, 1993)
A decade ago aquaculture in Ireland was essentially a cottage industry, fragmented, undercapitalised with uneven product quality and at the mercy of larger, often foreign owned distributors. Today, a rapidly growing ...
Club 2.0: Investigating the social media marketing strategies of nightclubs in the midlands and west of Ireland
(Irish Academy of Management, 2012-10)
Social media is already an established feature in the marketing strategies of large global brands. This study explores how the social media success stories of large global brands may be emulated on a smaller scale by ...
Low-Cost Carriers and High-Tech Barriers - User Views on Questionable Web Design Practices in Ireland
(Irish Academy of Management, 2011)
hat information systems/information technology (IS/IT) practitioners should use best practice in information systems development is universally agreed. We expect systems to enhance the user experience and allow them to ...
Opening the Doors to a Global Classroom: An International Social Media Collaboration in North American Colleges & Teachers of Agriculture, Special Issue: Globalization: Implications for Teaching and Learning in Post-secondary Agricultural Education
(North American Colleges & Teachers of Agriculture, 2013-09-01)
A social media platform (ValuePulse) linked California agribusiness undergraduates in a marketing class to students in a marketing course in Ireland. The social media platform was used to create a combined group allowing ...
Who Likes You and Why? A typology of Facebook Fans
(2014)
Although many managers
recognize that Facebook fans represent a marketing opportunity, little is known
about fan types. This study explores a typology of fans, drawn from a sample of
438 individuals who Like brands ...
Extending the international new venture phenomenon to digital platform providers: a longitudinal case study
(Elsevier, 2018-05-28)
People increasingly interact with services enabled by digital platforms. This has been a consequence of the digitalization of artifacts, which has transmuted traditional businesses into digital forms. With the increasing ...
Improving consumers’ willingness to pay using social media activities
(Emerald, 2018-10-05)
Purpose: This study examines the impact of social media activities on consumers willingness to pay a premium (WTPp) in the banking industry, and investigates the role of consumer-brand identification (CBI) on this ...
Facebook and luxury fashion brands: self-congruent posts and purchase intentions
(Emerald, 2020-04-07)
This study explores consumers self-congruence with luxury fashion brands they mention on Facebook. It investigates the extent to which those brands are congruent with the actual self (ASC) or the ideal self (ISC), and ...
Analysing mobile advergaming effectiveness: The role of game repetition, flow, and brand familiarity
(Emerald, 2019-01-16)
This paper seeks to explain the effect of flow, game repetition, and brand
familiarity on players brand attitude and purchase intention in the context of mobile
advergaming. Data from 227 participants who played a ...
Brand tribalism and self-expressive brands: social influences and brand outcomes
(Emerald, 2015)
Purpose - This study aims to examine the relationship between social influence and consumers' self-expression through brands. It considers susceptibility to interpersonal influence and social network influence on self-expressive ...