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Träfflista för sökning "WFRF:(Diba Hoda) srt2:(2019)"

Sökning: WFRF:(Diba Hoda) > (2019)

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1.
  • Diba, Hoda, et al. (författare)
  • Social media influence on the B2B buying process
  • 2019
  • Ingår i: Journal of business & industrial marketing. - : Emerald Group Publishing Limited. - 0885-8624 .- 2052-1189. ; 34:7, s. 1482-1496
  • Tidskriftsartikel (refereegranskat)abstract
    • Purpose: This study aims to explore if and how business-to-business (B2B) companies can use social media to influence the buying process. Design/methodology/approach: The study uses an exploratory approach into the existing literature related to the B2B buying process and its relationship with social media. Findings: The study shows that companies in a B2B context can use social media as a means of influencing the stages of the buying process by means of using one or more of the seven functional blocks of social media. Research limitations/implications: The findings demonstrate the relation that exists between each stage of the buyer process in a B2B organization and the functional blocks of social media. This study opens the door for further research into the influence of each of these blocks on the buying process stages and the roles involved. Practical implications: This study identifies how social media’s blocks influence the different stages and how organizations can use that to their benefit. Originality/value: Few studies have investigated the use of social media in a B2B context. However, not many have looked into the influence of social media in the B2B buying process and buying center. This study looks into the relationship between the buying process stages and social media’s functional blocks as related to the different roles of the buying center.
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2.
  • Lord Ferguson, Sarah, et al. (författare)
  • Clustering of influential wine bloggers using automated content analysis techniques
  • 2019
  • Ingår i: Journal of Wine Research. - : Taylor & Francis. - 0957-1264 .- 1469-9672. ; 30:2, s. 157-165
  • Tidskriftsartikel (refereegranskat)abstract
    • This paper considers a sample of successful wine bloggers, and clusters them into four distinct segments that could be targeted by wine marketers in different ways. Using text that they wrote in response to being named to a survey of 100 top wine blogs, we employ an advanced textual analysis tool (LIWC) to categorize the writings according to the following characteristics: analytical thinking, clout, authenticity, and emotional tone. This data is then used in a clustering procedure that distinguishes four distinct groups of bloggers: the Analysts, the Agnostics, the Authentic Pessimists, and the Confident Optimists.
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  • Resultat 1-2 av 2
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tidskriftsartikel (2)
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refereegranskat (2)
Författare/redaktör
Diba, Hoda (2)
Bigi, Alessandro (1)
Vella, J.M. (1)
Abratt, R. (1)
Lord Ferguson, Sarah (1)
Ewing, Leanne (1)
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Luleå tekniska universitet (2)
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Engelska (2)
Forskningsämne (UKÄ/SCB)
Samhällsvetenskap (2)
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2019 (2)Ta bort avgränsningen

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