Browsing Marketing by Title

Now showing items 20-23 of 23

    • 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 ...