Description

Book Synopsis

The Power of Femvertising: Boosting Customers' Willingness to Pay.- Future Skills and Requirements for the Next Generation of Marketing Communication Experts.- A More Effective Kind of Influencer? The Podcaster-Listener Relationship and the Perceived Proximity of Hosts.- Influence of social media to strengthen brand loyalty of concert ticket platforms.- An LLM-centred Lens on Generative AI in Marketing.- Understanding How Value Perception Changes in Response to Electronic Word-Of-Mouth.- Employer Branding, Social Media, Generation Z: How Social Media Can be Used to Reach Apprentices in Austria.- Memes as weapons in war - a qualitative reception survey on the effect of political meme communication by the Ukrainian Government on Twitter about the war with Russia.- Digital communication of the Austrian state parliaments – an analysis.- Beyond Attention: The Use of Distractors in Webshops.- The Influence of Foreign Language Labels on Milk Packaging among Albanian Consumers: The Moderating Role of Ethnocentrism.

Conference Proceedings Trends in Business Communication 2024

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    A Paperback by Peter Schneckenleitner

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      Publisher: Springer Gabler
      Publication Date: 25/06/2025
      ISBN13: 9783658477929, 978-3658477929
      ISBN10:
      Also in:
      Sales and marketing

      Description

      Book Synopsis

      The Power of Femvertising: Boosting Customers' Willingness to Pay.- Future Skills and Requirements for the Next Generation of Marketing Communication Experts.- A More Effective Kind of Influencer? The Podcaster-Listener Relationship and the Perceived Proximity of Hosts.- Influence of social media to strengthen brand loyalty of concert ticket platforms.- An LLM-centred Lens on Generative AI in Marketing.- Understanding How Value Perception Changes in Response to Electronic Word-Of-Mouth.- Employer Branding, Social Media, Generation Z: How Social Media Can be Used to Reach Apprentices in Austria.- Memes as weapons in war - a qualitative reception survey on the effect of political meme communication by the Ukrainian Government on Twitter about the war with Russia.- Digital communication of the Austrian state parliaments – an analysis.- Beyond Attention: The Use of Distractors in Webshops.- The Influence of Foreign Language Labels on Milk Packaging among Albanian Consumers: The Moderating Role of Ethnocentrism.

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