Optimising digital marketing and social media strategy: from push to pull to performance

Social media and firm applications are two mobile service marketing mechanisms that rely on push or pull promotions to be effective. Literature, however, has yet to uncover how the promotions may complement each other when purposefully implemented. Our study examines this possibility in the grocery...

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Bibliographic Details

Published in:	Journal of marketing management Vol. 38; no. 7-8; pp. 709 - 739
Main Authors:	Vieira, Valter Afonso, Severo de Almeida, Marcos Inácio, Gabler, Colin B., Limongi, Ricardo, Costa, Milena, Pires da Costa, Miriam
Format:	Journal Article
Language:	English
Published:	Helensburg Routledge 04-05-2022 Taylor & Francis Ltd
Subjects:	Digital marketing Grocery industry Instagram Marketing marketing performance mobile marketing push and pull promotion Retailing Social media social media marketing Social networks time-series analysis
Online Access:	Get full text
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