Browsing Marketing (Scholarly Articles) by Title

Now showing items 18-23 of 23

    • The role of flow for mobile advergaming effectiveness 

      Catalán, Sara; Martínez, Eva; Wallace, Elaine (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 

      O'Brien, Deirdre; Torres, Ann M. (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 

      Wallace, Elaine; Buil, Isabel (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 

      Wallace, Elaine; Buil, Isabel; de Chernatony, Leslie (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 

      Wallace, Elaine (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 

      Torres, Ann M. (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 ...