If business-to-consumer (B2C) marketing is the waves and the froth on the surface, business-tobusiness (B2B) is the ocean underneath. Considerably larger, substantially hidden, rather mysterious, containing poorly understood but powerful currents, and with un-plumbed depths. While B2C marketers, perhaps obsessed with the excitement and glamour of big budget TV advertising campaigns, came rather...

Using the consumer-oriented approach of social and commercial marketers, this article presents a process for crafting messages designed to improve people's health behaviors. The process, termed consumer-based health communications (CHC), transforms scientific recommendations into message strategies that are relevant to the consumer. The core of CHC is consumer research conducted to understand t...

Consumption is the soul and the purpose of all production. A consumer is one who does some physical activities and deliberates to take decisions concerning purchase and to dispose off on to evaluate products and services. Consumer is “an individual who purchases products or services for his own or his family’s personal use”. Consumer purchasing behavior covers “all activities and decisions whic...

BACKGROUND The importance of consumer trust in the food supply has previously been identified, and dimensions of consumer trust in food-who they trust and the type of trust that they exhibit-has been explored. However, there is a lack of research about the mechanisms through which consumer trust in the food supply is developed, maintained, broken and repaired. This study seeks to address this g...

Purpose – The electronic social media such as Twitter, Facebook, MySpace, etc. have become a major form of communication, and the expression of attitudes and opinions, for the general public. Recently, they have also become a source of data for market researchers. This paper aims to provide a critical look at the advantages and limitations of such an approach to understanding brand perceptions ...

Consumers are overwhelmed by the amount of personal media they create themselves and the media others share with them. They are gradually facing the problem how to use, manage, and organize all this personal media. Public and commercial media archives have traditionally addressed this media management problem by having metadata describing the content of the media. This approach, however, has tw...

This paper investigated the effectiveness of social media advertising on consumer decision-making and mediating role engagement. Three constructs including emotional appeal, informativeness creativity were employed to assess firms' customer decision-making. Exploratory confirmatory factor analyses with structural equation modelling evaluate a proposed model relationships among dependent indepen...

This paper is focused on the identification of influencers that can have an important impact over the decision-making of other users. For this purpose, a popular electronic word-of-mouth community like Ciao.com has been modelled as a social network. Using social network analysis techniques, the existence of influencers is justified by the power law distribution of user participation, and then t...

In this research, the attitude of European young adults (age 18 to 30 years) regarding their consumption of local and traditional products was examined. The survey was conducted on a sample of 836 consumers from seven European countries (Greece, Bulgaria, Romania, Slovenia, Croatia, Denmark and France). Data collection was made by distributing a developed questionnaire through social media and ...

The utilization of Social media tools in business enterprises has tremendously increased with an increased number of users and a corresponding upsurge in time spent online. Online social media services such as Facebook and Twitter are used by companies to introduce new products and services, provide various supports and interact with customers on daily basis. This regular interaction of busines...