Search Results - "Severo de Almeida, Marcos Inácio"

In pursuit of an effective B2B digital marketing strategy in an emerging market by Vieira, Valter Afonso, de Almeida, Marcos Inácio Severo, Agnihotri, Raj, da Silva, Nôga Simões De Arruda Corrêa, Arunachalam, S.

“…In business markets, firms operating in developing economies deal with burgeoning use of the internet, new electronic purchase methods, and a wide range of…”
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Sales-based Brand Equity as a Performance Driver in ‘The Country of Soccer’ by Almeida, Marcos Inácio Severo de, Coelho, Ricardo Limongi França, Oliveira, Denise Santos de, Camargo, Altair, Savioli, Pedro

“…ABSTRACT Despite being the most popular sport in Brazil, soccer suffers from structural problems. Managers working in this reality know little about the…”
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Optimising digital marketing and social media strategy: from push to pull to performance by Vieira, Valter Afonso, Severo de Almeida, Marcos Inácio, Gabler, Colin B., Limongi, Ricardo, Costa, Milena, Pires da Costa, Miriam

“…Social media and firm applications are two mobile service marketing mechanisms that rely on push or pull promotions to be effective. Literature, however, has…”
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Grasping Marketing and Consumer Behavior in the Digital Environment: Brazilian Scholars Insights by Vieira, Valter Afonso, Almeida, Marcos Inácio Severo de, Zanette, Maria Carolina

“…ABSTRACT The papers on this Special Issue of the Journal of Contemporary Administration promote an important discussion in the Brazilian digital marketing…”
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Does social media matter for post typology? Impact of post content on Facebook and Instagram metrics by Coelho, Ricardo Limongi França, Oliveira, Denise Santos de, Almeida, Marcos Inácio Severo de

“…Purpose – The purpose of this paper is to measure the impact of post type (advertising, fan, events, information, and promotion) on two interaction metrics:…”
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How marketing balances the battle between premium and regular products? Brand sales dynamics in an emerging market by Almeida, Marcos Inácio Severo de, Porto, Rafael Barreiros, Coelho, Ricardo Limongi França

“…PurposeEvolution and stationarity are key time series empirical concepts which need theoretical assessment by extant research. This study presents a model to…”
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Customer relational benefit: A second‐order meta‐analysis and an alternative framework by Vieira, Valter Afonso, Araujo, Clécio Falcão, Almeida, Marcos Inácio Severo

“…Previous literature uses first‐order meta‐analyses to overcome the divergent theories about customer relational benefit, which produced mixed results in terms…”
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Deviances from planned purchases: consumer learning history and behavior setting implications for consumer spending by Inacio Severo de Almeida, Marcos, Limongi Franca Coelho, Ricardo, Barreiros Porto, Rafael, Santos Oliveira, Denise

“…Originality/value--The results highlight that deviance groups are primarily responsible for spending more or less money on purchases, as well as the importance…”
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“Engage and attract me, then I’ll share you”: an analysis of the impact of post category on viral marketing in a social networking site by Almeida, Marcos Inácio Severo de, Costa, Milena, Coelho, Ricardo Limongi França, Scalco, Paulo Roberto

“…The purpose of this paper is to analyze the impact of different types of content of viral marketing in a popular social networking site. Our research is…”
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Amplifying retailers' sales with a hub's owned and earned social media: The moderating role of marketplace organic search by Vieira, Valter Afonso, de Almeida, Marcos Inácio Severo, Schreiner, Thomas Frank

“…A hub firm is an agent that connects retailers to marketplace structures with the aim of selling products to final customers. Although social media is a…”
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ThinkBox: One-way road: the impact of artificial intelligence on the development of knowledge in management by Isabella, Giuliana, Almeida, Marcos Inácio Severo de, Mazzon, Jose Afonso

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The relationship between gender policies and the creation of businesses by women by Teixeira, Daiane Martins, Borges Júnior, Cândido Vieira, Almeida, Marcos Inácio Severo de

“…Objective: to analyze the effects of gender policies on women's business creation. Methodology/approach: quantitative approach, with secondary data extracted…”
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Editorial: One-way road: the impact of artificial intelligence on the development of knowledge in management by Isabella, Giuliana, Almeida, Marcos Inácio Severo de, Mazzon, Jose Afonso

“…According to the Stanford University report, private investment in AI in 2021 “totaled around $93.5 billion – more than double the total private investment in…”
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Quem Lidera sua Opinião? Influência dos Formadores de Opinião Digitais no Engajamento by de Almeida, Marcos Inácio Severo, Coelho, Ricardo Limongi França, Camilo-Junior, Celso Gonçalves, de Godoy, Rafaella Martins Feitosa

“…Influenciadores digitais säo formadores de opiniäo virtuais que representam uma alternativa para empresas que confiam na comunidade reunida em torno desses…”
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Deviances from planned purchases: consumer learning history and behavior setting implications for consumer spending by de Almeida, Marcos, Coelho, Ricardo, Porto, Rafael, Oliveira, Denise

“…Purpose – Consumer spending is an essential measure of performance, and retail decision-makers often strive to understand which factors influence this response…”
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How cashback strategies yield financial benefits for retailers: The mediating role of consumers’ program loyalty by Afonso Vieira, Valter, Agnihotri, Raj, de Almeida, Marcos Inácio Severo, Lopes, Evandro Luiz

“…[Display omitted] As consumers heavily rely on price to make purchases, cashback rewards apps are termed as a strategy in the retail context. Accordingly,…”
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“Engaja-me e atraia-me, então eu compartilharei”: uma análise do impacto da categoria da postagem no marketing viral em uma rede social by Almeida, Marcos Inácio Severo de, Costa, Milena, Coelho, Ricardo Limongi França, Scalco, Paulo Roberto

“…Resumo Objetivo: O objetivo deste artigo é analisar o impacto de diferentes tipos de conteúdo no marketing viral, em uma rede social virtual bastante popular…”
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The Social Psychological Explanations for the Effects of Social Media Marketing and Traditional Media on Voting Intentions by de Almeida, Marcos Inácio Severo, Vieira, Valter Afonso, Agnihotri, Raj, de Freitas Souza, Rafael

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A relação entre as políticas de gênero e a criação de empresas por mulheres by Teixeira, Daiane Martins, Borges Júnior, Cândido Vieira, Almeida, Marcos Inácio Severo de

“…Objetivo: analisar os efeitos das políticas de gênero na criação de empresas por mulheres. Metodologia/abordagem: abordagem quantitativa, com dados secundários…”
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Forms of capital, innovation capability and innovation in nascent ventures by Pagotto, Daniel do Prado, Borges Junior, Candido Vieira, Almeida, Marcos Inácio Severo de, Hoffmann, Valmir Emil

“…Objective: Investigate the impact of human, social, and financial capital on the variation of innovation capability of nascent ventures over time…”
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