31. Segmentation of collaborative consumption consumersAgnieszka Małecka, Maciej Mitręga, Gregor Pfajfar, 2022, original scientific article Keywords: marketing, consumption, consumer behaviour, cluster analysis, collaborative consumption, eco-consciousness, prosumption, segmentation, social identity theory, subjective norms Full text (file, 1,48 MB) This document has more files! More... |
32. Empowerment in social marketingTanja Kamin, Krzysztof Kubacki, Sara Atanasova, 2022, original scientific article Keywords: empowerment, empowerment theory, critical social marketing, systematic review, social marketing, social change Full text (file, 883,00 KB) This document has more files! More... |
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34. Impact of social media engagement and email communication exposure on the online subscription services customerMatej Kovač, 2022, doctoral dissertation Keywords: marketing, social networks, consumer, business communications, brands, relationship marketing, loyalty, models, research, analysis Full text (outside link) |
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36. From greenwashing to green B2B marketingAnastas Vangeli, Agnieszka Małecka, Maciej Mitręga, Gregor Pfajfar, 2023, review article Keywords: enterprises, green marketing, social responsibility, greenwashing, B2B marketing strategies, green B2B marketing, sustainability, corporate social responsibility, systematic literature review Full text (file, 1,43 MB) This document has more files! More... |
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40. Exploring social media influencers' moral dilemmas through role theoryNina Grgurić Čop, Barbara Culiberg, Ivana First Komen, 2024, original scientific article Keywords: marketing, management, consumer behaviour, social media, influencers, influencer marketing, role theory, moral dilemma, role conflict, influencer morality Full text (file, 435,84 KB) This document has more files! More... |