Research background: CoVid19 was a shock for governments, organizations as well people. At the beginning of pandemic, everyone stunned and companies tried to adapt “new reality”, some sectors were forced either diminish their offer due downfall demand, or even fully stop offering products services result lockdown restrictions, in case tourism events sector. Imminent health, social economic cris...

Online referrals have become an important mechanism in leveraging consumers’ social networks to spread firms’ promotional campaigns and thus attract new customers. However, despite a robust understanding of the benefits and drivers of consumer referrals, only minimal attention has been paid towards the potential of classical promotional tactics in influencing referral behavior. Therefore, this ...

Shorter product life cycles and aggressive marketing, among other factors, have increased the complexity of sales forecasting. Forecasts are often produced using a Forecasting Support System that integrates univariate statistical forecasting with managerial judgment. Forecasting sales under promotional activity is one of the main reasons to use expert judgment. Alternatively, one can replace ex...

This paper studies a pioneering social media venture and seeks to understand the effectiveness of promotional events in social media platforms by evaluating their impact on participating brands. We employ a promising research approach, based on the event study methodology, and use a rich database consisting of all the promotional events on Twitter by American Express Company and its participati...

Online social networking sites have revealed an entirely new method of self-presentation. This cyber social tool provides a new site of analysis to examine personality and identity. The current study examines how narcissism and self-esteem are manifested on the social networking Web site Facebook.com . Self-esteem and narcissistic personality self-reports were collected from 100 Facebook users ...

INTRODUCTION Currently social networks are very popular, rapidly developing and becoming an integral part of the Internet users’ lives. The purpose of this research is to define the parameters of such promotional messages that influence the perception of information. The object of research is social networking services on the Internet. The subject under research is the process of promoting soci...

A simple model of adaptive control of promotional spending is analyzed. In the model, company sales (and therefore profits) are functions of promotional spending rate. Sales response to the promotion changes with time as a result of changes in a parameter of the sales response function. Information about sales response is collected in each time period by performing an experiment. On the basis o...

Enterprise social networks (ESNs) often fail if there are few or no contributors of content. Promotional messages are among the common interventions used to improve participation. While most users only read others’ content (i.e. lurk), contributors who create content (i.e. post) account for only 1% of the users. Research on interventions to improve participation across dissimilar groups is scar...