Unpacking Market Emergence and Firm Strategies in Nascent Industries

2018 ◽  
Vol 2018 (1) ◽  
pp. 16929
Author(s):  
Rajshree Agarwal ◽  
Seojin Kim ◽  
Audra Meade ◽  
Rajshree Agarwal ◽  
Serguey Braguinsky ◽  
...  
Keyword(s):  
Firm Strategies ◽  
Nascent Industries

scholarly journals Driving Brand Engagement Through Online Social Influencers: An Empirical Investigation of Sponsored Blogging Campaigns

2019 ◽  
Vol 83 (5) ◽  
pp. 78-96 ◽  
Author(s):  
Christian Hughes ◽  
Vanitha Swaminathan ◽  
Gillian Brooks
Keyword(s):  
Social Media ◽  
Empirical Evidence ◽  
Empirical Investigation ◽  
Social Media Platform ◽  
Firm Strategies ◽  
Brand Engagement ◽  
Response Data ◽  
Source Expertise ◽  
Online Engagement ◽  
Media Platform

Influencer marketing is prevalent in firm strategies, yet little is known about the factors that drive success of online brand engagement at different stages of the consumer purchase funnel. The findings suggest that sponsored blogging affects online engagement (e.g., posting comments, liking a brand) differently depending on blogger characteristics and blog post content, which are further moderated by social media platform type and campaign advertising intent. When a sponsored post occurs on a blog, high blogger expertise is more effective when the advertising intent is to raise awareness versus increase trial. However, source expertise fails to drive engagement when the sponsored post occurs on Facebook. When a sponsored post occurs on Facebook, posts high in hedonic content are more effective when the advertising intent is to increase trial versus raise awareness. The effectiveness of campaign incentives depends on the platform type, such that they can increase (decrease) engagement on blogs (Facebook). The empirical evidence for these findings comes from real in-market customer response data and is supplemented with data from an experiment. Taken together, the findings highlight the critical interplay of platform type, campaign intent, source, campaign incentives, and content factors in driving engagement.

Spatial contexts and firm strategies: applying the multilevel perspective to sustainable urban mobility transitions in Brazil

2015 ◽  
Vol 108 ◽  
pp. 1092-1104 ◽  
Author(s):  
Roberto Marx ◽  
Adriana Marotti de Mello ◽  
Mauro Zilbovicius ◽  
Felipe Ferreira de Lara
Keyword(s):  
Urban Mobility ◽  
Firm Strategies ◽  
Multilevel Perspective ◽  
Sustainable Urban Mobility

Encouraging knowledge sharing in engineering firms—part II: game theory analysis and firm strategies

2013 ◽  
Vol 3 (1) ◽  
pp. 22-31 ◽  
Author(s):  
Raymond E. Levitt ◽  
Chuan-Min A. Wang ◽  
S. Ping Ho ◽  
Amy Javernick-Will
Keyword(s):  
Game Theory ◽  
Knowledge Sharing ◽  
Theory Analysis ◽  
Firm Strategies ◽  
Engineering Firms
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