A large part of commerce now takes place online, and many people still have concerns about their privacy in this...
Marketing
To what extent does user-generated content influence the perception of brands?
In the age of social media, marketers are only able to control the public perception of organizations to a limited...
To what extent do network effects facilitate the diffusion of new technologies?
It has never been easier to communicate and interact with people all over the world. This fact affects all areas of...
Should organizations use viral marketing to gain more awareness?
The fragmentation of media means that organizations usually have to incur high costs to reach a large number of...
Is it necessary that organizations exploit the curiosity of consumers?
The flood of information on the Internet means that organizations have to compete for consumers' attention. Much of...
To what extent does branding contribute to the success of organizations?
The continuously increasing range of available products means that individuals are rarely in a position to compare all...
Should market segmentation rely more heavily on psychographics?
Economic competition is increasingly global, and organizations are faced with international rivalry. In order to be...
To what extend do customer reviews influence purchase intentions of new customers?
Online retailing is now firmly anchored in our society. Whereas a few years ago only specific products such as...
Is influencer marketing still an effective marketing tool for organizations?
In recent months, the consumption of digital media has once again skyrocketed, and organizations are forced to take...
Is it necessary to disclose all product placements as advertisements?
The world of advertising is extremely dynamic, and organizations are constantly faced with new challenges when it...
Is it true that every human being is a marketer?
To be competitive, every organization needs the attention of the people it wants to attract as customers. The public's...
How can organizations use social media in order to improve communication?
Social media is no longer just a niche phenomenon used predominantly by teenagers and young adults, but has now found...
Why do organizations often struggle with their communication?
An important part of everyday life within all organizations is communication with their stakeholders, which can take...
Should the continuously growing focus on direct marketing be considered a problem?
Organizations, and especially companies, need to use their marketing activities to reach people who are interested in...
How does internal marketing affect organizational success and competitiveness?
Interaction and communication are an important part of our everyday lives. This is true not only in our personal...
What exactly is marketing and why is it often perceived negatively?
Our society is largely based on mutual perceptions. Wherever the perception by others is relevant, there is an...