Browsing Marketing (Scholarly Articles) by Title
Now showing items 17-23 of 23
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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 ... -
The role of flow for mobile advergaming effectiveness
(Emerald, 2019-11-11)Based on flow theory, this paper seeks to explain why the use of mobile advergames can enhance players brand perceptions and purchase intentions, as well as the factors that affect players flow experience. Data from 212 ... -
Social networking and online privacy: Facebook users' perceptions
(Irish Academy of Management, 2012)This study investigates Facebook users' perceptions of online privacy, exploring their awareness of privacy issues and how their behaviour is influenced by this awareness, as well as the role of trust in an online social ... -
A typology of conspicuous donation on Facebook
(Emerald, 2021-02-05)Purpose This study aims to present a typology of Facebook followers of charities, drawing on theories of value co-creation, impression management and conspicuous donation behavior. Design/methodology/approach Data ... -
When does “liking” a charity lead to donation behaviour?: Exploring conspicuous donation behaviour on social media platforms
(Emerald, 2017-11)Purpose This study aims to investigate the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and ... -
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 ... -
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 ...