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Social Media Marketing Courses

A Cinderella Story: How Past Identity Salience Boosts Demand for Repurposed Products
Bernadette Kamleitner, Carina Thürridl, and Brett A.S. Martin​​​​​​​​​​​​​​​​​​ (2019)

A Meta-Analysis of Electronic Word-of-Mouth Elasticity
Ya You, Gautham G. Vadakkepatt, and Amit M. Joshi​​​​​​​​​​​​​​​​​​ (2015)

A Thematic Exploration of Digital, Social and Mobile Marketing: Research Evolution from 2000-2015 and Agenda for Future Inquiry:
Cait Lamberton and Andrew T. Stephen (2016)

App Popularity: Where in the World Are Consumers Most Sensitive to Price and User Ratings?
Raoul Kübler, Koen Pauwels, Gökhan Yildirim and Thomas Fandrich (2018)

Driving Brand Engagement through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns
Christian Hughes, Vanitha Swaminathan and Gillian Brooks (2019)

Improving Consumer Mindset Metrics and Shareholder Value through Social Media: The Different Roles of Owned and Earned Media
Anatoli Colicev, Ashwin Malshe, Koen Pauwels, and Peter O’Connor (2018)

Improvised Marketing Interventions in Social Media
Abhishek Borah, Sourindra Banerjee, Yu-Ting Lin and Apurv Jain (2020)

Marketing in the Sharing Economy
Giana M. Eckhardt, Mark B. Houston, Baojun Jiang, Cait Lamberton, Aric Rindfleisch and Georgios Zervas (2019)

Scheduling Content on Social Media: Theory, Evidence, and Application
Yixing Chen Kanuri, and Shrihari Sridhar (2018)

Seeding Strategies for Viral Marketing: An Empirical Comparison:
Oliver Hinz, Bernd Skiera, Christian Barrot and Jan U. Becker (2011)

The Informational Value of Social Tagging Networks:
Hyoryung Nam and P.K. Kannan (2014)

Uniting the Tribes: Using Text for Marketing Insight
Jonah Berger, Ashlee Humphreys, Stephan Ludwig, Wendy W. Moe, Oded Netzer and David A. Schweidel (2020)

What Drives Herding Behavior in Online Ratings? The Role of Rater Experience, Product Portfolio, and Diverging Opinions
Sarang Sunder, Kihyun Hannah Kim and Eric A. Yorkston (2019)

What Drives Virality (Sharing) of Online Digital Content? The Critical Role of Information, Emotion, and Brand Prominence
Gerrard J. Tellis, Deborah J. MacInnis, Seshadri Tirunillai, and Yanwei Zhang (2018)

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