Outputs (6)

Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention (2018)
Book Chapter

The purpose of this study is to empirically test a model that examines the roles of offline activities and customer value creation on tourists’ continuance use of online travel communities (OTCs). Hypotheses were tested through a sample of 251 respon... Read More about Influence of Offline Activities and Customer Value Creation on Online Travel Community Continuance Usage Intention.

Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image (2018)
Journal Article

Purpose The advent of social media brought a new perspective for guerrilla marketing since it allows ads to reach more people through the internet. The purpose of this paper is to investigate the influence of guerrilla marketing in social media on b... Read More about Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image.

Offensive but not so offensive Fostering Ethical and Socially Responsible Marketing in Undergraduate Marketing Students (2018)
Journal Article

Advertising that pushes the boundaries can sometimes be negatively received, some of these advertisements were reported to the regulator of advertising in the UK while Companies has had to apologise for their advertisements. The systemic diversity pr... Read More about Offensive but not so offensive Fostering Ethical and Socially Responsible Marketing in Undergraduate Marketing Students.

Insight into consumer experience on UK train transportation services (2018)
Journal Article

Emotional Appeals Presented by Financial Services (2018)
Book Chapter

Emotional appeals in UK business-to-business financial services advertisements (2018)
Journal Article

Purpose The purpose of this paper is twofold: to analyse the use of emotional appeals in business-to-business (B2B) bank advertisements and to understand business owners’ perceptions of such appeals. Design/methodology/approach In Study 1,834 pr... Read More about Emotional appeals in UK business-to-business financial services advertisements.