Research classified by Journal of Economic Literature (JEL) codes

---

Top JEL
/ M: Business Administration and Business Economics; Marketing; Accounting; Personnel Economics
/ / M3: Marketing and Advertising
/ / / M30: General
/ / / M31: Marketing
/ / / M37: Advertising
/ / / M38: Government Policy and Regulation
/ / / M39: Other

2022

• Radka Bauerová & Ondřej Mikšík & Lucie Vavrušková & Kateřina Gavendová & Veronika Haladejová & Pavel Vavruška, 2022, "The Opportunities of Using the Metaverse from a Business Perspective," Working Papers, Silesian University, School of Business Administration, number 0072, Jul.
• Opeyemi Afolabi Femi–Oladunni & María Pilar Martínez–Ruiz & Pablo Ruiz–Palomino & Ana Isabel Muro–Rodríguez, 2022, "Valores de los alimentos que influyen en las decisiones de los consumidores en un país de à frica Sub Sahariana," DOCFRADIS Working Papers, Catedra Fundación Ramón Areces de Distribución Comercial, number 2206, Jul, revised Sep 2022.
• Ghori, Muhammad Ashhad & Imran, Syed Monis & Pervaiz, Javeria & Aiman, Umm e Aiman, 2022, "How Motivational Factors Affect the Online Shopping Behavior: An Insight of Developing Economy Consumers," MPRA Paper, University Library of Munich, Germany, number 112290.
• Ghaznavi, Saeeda Naz & Ali, Syed Yousuf & Mahmood Khan, Neha & Fatima, Mahrukh & Shakoor, Iqra, 2022, "Factors That Motivates Fake News Sharing Among Social Media Users: A Case of an Emerging Economy," MPRA Paper, University Library of Munich, Germany, number 112302.
• Ali, Hassan & Azhar, Maham & Zain, Marium & Shekhani, Hira & Muhammad Iqbal, Fahad, 2022, "How E-Learning Is Reshaping the Education Industry of Developing Economy? An Evidence from PLS-SEM Approach," MPRA Paper, University Library of Munich, Germany, number 112308.
• Zia, Syeda Hamna & Muneer, Naima & Siddiqui, Amna & Huda, Rozmeen, 2022, "The Impact of Perceived Social Media Activities On Consumer-Based Brand Equity: A Perspective from Emerging Economy," MPRA Paper, University Library of Munich, Germany, number 112346.
• Niros, Meletios & Niros, Angelica, 2022, "Effective digital loyalty strategies in services during COVID-19 pandemic: does digital adoption matter?," MPRA Paper, University Library of Munich, Germany, number 114025, Jul.
• Niros, Meletios & Niros, Angelica & Omri, Spyridon, 2022, "Do store atmosphere and playfulness matter during the ongoing pandemic crisis?," MPRA Paper, University Library of Munich, Germany, number 114026, Jul.
• Yang, Bill Huajian, 2022, "Modeling Path-Dependent State Transition by a Recurrent Neural Network," MPRA Paper, University Library of Munich, Germany, number 114188, Aug, revised 18 Jul 2022.
• Niros, Meletios & Giannakis, Damian & Niros, Angelica, 2022, "Digital marketing effects on customer repurchase intentions following the pandemic. A strategic marketing analysis of customer equity dimensions," MPRA Paper, University Library of Munich, Germany, number 114331, May.
• Batiz-Lazo, Bernardo & Martínez-Rodríguez, Susana, 2022, "Gender and the financialization of Spanish retail banking, 1949-1970," MPRA Paper, University Library of Munich, Germany, number 114629, Sep.
• Ali, Emmad, 2022, "Negative Influence of Electronic Advertising - Specifically Televison in Shaping the Behavior and Preferences of Children in Ages (10-14)," MPRA Paper, University Library of Munich, Germany, number 116510, May, revised 18 Nov 2022.
• Baig, Mirza Wahid, 2022, "The Impact of Brand Personality on Brand Equity and the Marketing Strategies to Dealing with such Issues," MPRA Paper, University Library of Munich, Germany, number 116562, Dec.
• Nguyen, Binh Hai Thi & Nguyen, Luan Thanh, 2022, "Factors affecting consumers' intention to shop online on TikTok social network in Ho Chi Minh City," MPRA Paper, University Library of Munich, Germany, number 119044, Apr.
• Serrano-Arcos, Mª Mar & Sánchez-Fernández, Raquel & Pérez-Mesa, Juan Carlos & Riefler, Petra, 2022, "A Review of Consumer Affinity Research: Recent Advances and Future Directions," MPRA Paper, University Library of Munich, Germany, number 119881, Mar.
• Truong Thi Xuan Dao & Pham Huong Trang & Tran Duc Thanh, 2022, "The Big Five personality traits and co-production behaviour of Vietnamese tourists: An extension of the theory of planned behaviour," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, volume 40, issue 1, pages 97-127.
• Merve Yanar Gürce & Petek Tosun & Güzide Öncü Eroglu Pektaº, 2022, "Brand Love and Brand Forgiveness: An Empirical Study in Turkey," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, volume 1, issue 14, pages 22-39.
• Anetta Pukas, 2022, "Hyper-Personalization as a Customer Relationship Management Tool in a SMART Organization," Problemy Zarzadzania, University of Warsaw, Faculty of Management, volume 20, issue 97, pages 95-108.
• Jianshan Sun & Jian Song & Yuanchun Jiang & Yezheng Liu & Jun Li, 2022, "Prick the filter bubble: A novel cross domain recommendation model with adaptive diversity regularization," Electronic Markets, Springer;IIM University of St. Gallen, volume 32, issue 1, pages 101-121, March, DOI: 10.1007/s12525-021-00492-1.
• Ana Alina Tudoran, 2022, "A machine learning approach to identifying decision-making styles for managing customer relationships," Electronic Markets, Springer;IIM University of St. Gallen, volume 32, issue 1, pages 351-374, March, DOI: 10.1007/s12525-021-00515-x.
• Rotem Shneor & Urszula Mrzygłód & Joanna Adamska-Mieruszewska & Anna Fornalska-Skurczyńska, 2022, "The role of social trust in reward crowdfunding campaigns’ design and success," Electronic Markets, Springer;IIM University of St. Gallen, volume 32, issue 3, pages 1103-1118, September, DOI: 10.1007/s12525-021-00456-5.
• Muhammad Naeem & Wilson Ozuem & Kerry Howell & Silvia Ranfagni, 2022, "Understanding the process of meanings, materials, and competencies in adoption of mobile banking," Electronic Markets, Springer;IIM University of St. Gallen, volume 32, issue 4, pages 2445-2469, December, DOI: 10.1007/s12525-022-00610-7.
• Jorge Padilla & Salvatore Piccolo & Helder Vasconcelos, 2022, "Business models, consumer data and privacy in platform markets," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, volume 49, issue 3, pages 599-634, September, DOI: 10.1007/s40812-022-00218-0.
• Kameliya Narleva & Mariya Peeva, 2022, "Social Responsibility In Logistic Sector - Questions And Perspectivies," INTERNATIONAL SCIENTIFIC AND PRACTICAL CONFERENCE "HUMAN RESOURCE MANAGEMENT", University of Economics - Varna, issue 1, pages 37-43.
• Silviya Blagoeva (ed.), 2022, "Logistics In Times Of Crisis:Challenges And Solutions," Conferences of the Industrial business and logistics department, Publishing house Science and Economics Varna, number 2.
• Pfeifere Dita, 2022, "The Issues of Defining and Classifying Cultural Centres," Economics and Culture, Sciendo, volume 19, issue 2, pages 28-37, December, DOI: 10.2478/jec-2022-0013.
• Oleksiuk Adam & Pleśniak Agnieszka, 2022, "Environment Characteristics and Internationalization of SMEs: Insights from a Polish and Finnish Sample," Journal of Management and Business Administration. Central Europe, Sciendo, volume 30, issue 3, pages 175-194, September, DOI: 10.7206/cemj.2658-0845.86.
• Thi Hang Nguyen & Nguyen Tran Trong, 2022, "Sharing and connecting information in the context of the Covid-19 pandemic and training skills for employees to meet the needs of businesses in digital transformation," Management, Sciendo, volume 26, issue 1, pages 93-117, January, DOI: 10.2478/manment-2019-0086.
• Hao Wang & Xundong Yin & Alice Y. Ouyang, 2022, "Store Promotion, Manufacturer Competition And Welfare," The Singapore Economic Review (SER), World Scientific Publishing Co. Pte. Ltd., volume 67, issue 04, pages 1479-1496, June, DOI: 10.1142/S0217590821500442.
• Polak, Marija & Kolić Stanić, Matilda & Togonal, Marijana, 2022, "Artificial Intelligence in Communication with Music Fans: An Example from South Korea," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2022), Hybrid Conference, Opatija, Croatia, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb, "Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022", DOI: 10.54820/entrenova-2022-0006.
• Yağmur, Yenal & Aksu, Akın, 2022, "Investigation of destination image mediating effect on tourists’ risk assessment, behavioural intentions and satisfaction," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, volume 8, issue 1, pages 27-37, DOI: 10.5281/zenodo.6583467.

2021

• Janina SÃœRKEN & Sören SUNDERMANN, 2021, ""Online Touchpoints Matter!" - An Empirical Analysis of Consumer-Brand Relationships in Retail Settings," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, volume 1, issue 1, pages 77-87, August.
• Anastassiya LIPOVKA & Arman ISLAMGALEYEV & Jeļena BADJANOVA, 2021, "Innovation capability of women and men managers: evidence from Kazakhstan," Access Journal, Access Press Publishing House, volume 2, issue 1, pages 91-102, January, DOI: 10.46656/access.2021.2.1(7).
• Galyna CHORNOUS & Yana FARENIUK, 2021, "Marketing mix modeling for pharmaceutical companies on the basis of data science technologies," Access Journal, Access Press Publishing House, volume 2, issue 3, pages 274-289, September, DOI: 10.46656/access.2021.2.3(6).
• Adamashvili Nino & Shervashidze Salome & Salvatore Fiorella Pia, 2021, "Does The Development of The Country Drive The Consumer Behavior? A Two-Country Study," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), volume 12, issue 2, pages 34-49, April.
• Кажмуратов Ж.Т. // Kazhmuratov Zh.T. & Шалгынбаев К.У. // Shalgynbayev K.U. & Майданов С.Ж. // Maidanov S.Zh. & Табарак Ы.Ж. // Tabarak Y.Zh., 2021, "Перспективы развития инвестиционных монет и мерных слитков Национального Банка как инструмента инвестирования // Prospects for the development of investment coins and bullions of the National Bank as an investment tool," Economic Review(National Bank of Kazakhstan), National Bank of Kazakhstan, issue 4, pages 42-57.
• Mooney, Daniel, 2021, "Editorial: The process of winning with analytics: Provide clarity and confidence," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 3, pages 188-189, January.
• Earley, Seth, 2021, "Using the customer journey to optimise the marketing technology stack," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 3, pages 190-210, January.
• Fosker, Natasha & Cheung, Benny, 2021, "Pricing and proposition testing in subscription economies," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 3, pages 211-220, January.
• Lebmeier, Elisabeth & Hou, Naiwen & Spann, Korbinian & Aßenmacher, Matthias, 2021, "Creating a ‘customer centricity graph’ from unstructured customer feedback," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 3, pages 221-229, January.
• Gross, Ted William, 2021, "Thesis and antithesis — Innovation and predictive analytics: Σ (Past + Present) Data ≠ Future Success," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 3, pages 230-243, January.
• Frey, Jonathan & Haller, Harold S., 2021, "Design of experiments has not been used more widely by marketing despite its proven track record," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 3, pages 244-256, January.
• Friberg, Richard & Sanctuary, Mark, 2021, "Why consumers fail to put their money where their mouth is: A study of organic coffee," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 3, pages 257-268, January.
• Vriens, Marco & Vidden, Chad & Bosch, Nathan, 2021, "The benefits of Shapley-value in key-driver analysis," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 3, pages 269-278, January.
• Abuhulaibah, Talal & Chen Mccain, Shiang-Lih & Lolli, Jeffrey C., 2021, "Online hotel reviews: Factors influencing how customers perceive their credibility and the likelihood of customer adoption," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 3, pages 279-289, January.
• Farquharson, Gordon, 2021, "The process of winning with analytics: The emerging need for agility," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 4, pages 296-297, March.
• Burton, Stephanie, 2021, "Data governance: The path to a data-driven culture," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 4, pages 298-308, March.
• Wycherley, James, 2021, "Transforming insight in 2021," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 4, pages 309-315, March.
• Schillewaert, Niels, 2021, "Fixing the brand radar: Brand trackers should be used for management not market research," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 4, pages 316-323, March.
• Pearson, Andrew, 2021, "Capacity planning in marketing," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 4, pages 324-343, March.
• Ahlemeyer-Stubbe, Andrea & Müller, Agnes, 2021, "The importance of domain knowledge for successful and robust predictive modelling," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 4, pages 344-352, March.
• Leary, Patrick C., 2021, "Compiling user experience metrics via quantitative and qualitative methods," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 4, pages 353-358, March.
• Kingsnorth, Simon, 2021, "In a data-rich world, which metrics should digital marketers focus on?," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 4, pages 359-365, March.
• Lackey, Derek A., 2021, "Data protection and privacy in Canada: A balanced approach," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 4, pages 366-376, March.
• Alves, Alessandro Martins & Vriens, Marco & Ramos, Thiago Graça, 2021, "Designing efficient assortments: A branch-and-bound method to optimise volume and satisfaction," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 6, issue 4, pages 377-386, March.
• Mahmoudian, Haniyeh, 2021, "Ethics and data governance in marketing analytics and artificial intelligence," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 17-22, June.
• Underwood, Cory, 2021, "Analytics redefined: How privacy is reshaping the industry," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 23-31, June.
• Hall, Doug, 2021, "Ethical and efficient consent management," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 32-38, June.
• Betts, Andy, 2021, "The impact of evolving digital behaviours on the diffusion of marketing technology," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 39-46, June.
• Keegan, Brendan J., 2021, "Editorial: Shedding the pounds by quitting the cookies," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 4-5, June.
• Keating, Barry, 2021, "How analytics is used in forecasting," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 47-57, June.
• Loftis, Lisa, 2021, "Data and decisioning: It takes two to tango in customer experience," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 58-64, June.
• Thomas, Ian, 2021, "Planning for a cookie-less future: How browser and mobile privacy changes will impact marketing, targeting and analytics," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 6-16, June.
• Garofalo, Caterina & Gallucci, Francesco, 2021, "From marketing to neuromarketing: Ethical considerations," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 65-72, June.
• Dapko, Jennifer L. & Snyder, Gregory J., 2021, "Screening for self-directedness: A method for recruiting savvy analysts in a dynamic business environment," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 73-83, June.
• Dewa Rucika, Nyoman Gde & Ardika, I. Wayan & Suryawan Wiranatha, A.A.P. Agung & Budiarsa, Made, 2021, "The importance of local culture in the marketing mix during low season in Bali," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 1, pages 84-92, June.
• Mooney, Dan, 2021, "Approaches for a thriving marketing analytics function: Now and in the future," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 2, pages 100-103, September.
• Wong, Dona, 2021, "The social responsibility of data visualisation in a time of pandemic," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 2, pages 104-107, September.
• Sterne, Jim, 2021, "The care and feeding of digital analysts," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 2, pages 108-114, September.
• Greenhouse, Jeff, 2021, "The four big forces conspiring to ruin one’s analytics," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 2, pages 115-121, September.
• Kamena, Roger, 2021, "Moving towards inferential attribution modelling in a world without third-party cookies," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 2, pages 122-130, September.
• Block, Martin P., 2021, "Assessing privacy protected cohort-based market segmentation," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 2, pages 131-143, September.
• Guha, Paromita & Echagarruga, Christina & Tian, Eva Qi, 2021, "Optimising marketing strategies by customer segments and lifetime values, with A/B testing," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 2, pages 144-153, September.
• Larche, Jeff & Lazarevski, Josip, 2021, "Measuring the value of artificial intelligence in improving search and chatbot outcomes," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 2, pages 154-160, September.
• Angel, Gary, 2021, "Whither in-store analytics: How in-store behavioural analytics has changed and where it is heading," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 2, pages 161-168, September.
• Gross, Ted W., 2021, "Emanating confluence: The symbiotic relationship between artificial intelligence and data," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, volume 7, issue 2, pages 169-195, September.
• Arbeeny, Audrey, 2021, "Sonic branding: The value of intentional audio in the new normal," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 1, pages 14-25, June.
• Fanning, Suzanne, 2021, "We will not stop until the world dreams in cheese: Redefining the Wisconsin cheese brand," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 1, pages 26-35, June.
• Whitlock, Cathy & Hicken, Amanda, 2021, "Using crisis and emergency risk communication theory to inform online communication during the COVID-19 pandemic," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 1, pages 36-50, June.
• Beckett, Simon, 2021, "Editorial," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 1, pages 4-5, June.
• Adidam, Phani & Shaker, Irene F., 2021, "Brand audit: A case study of Lacasa in Spain," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 1, pages 51-65, June.
• Spanos, Manos, 2021, "Brand storytelling in the age of artificial intelligence," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 1, pages 6-13, June.
• Beise-Zee, Rian & Wäfler, Beat, 2021, "Rebranding a corporate spin-off: Can a new brand name inherit global brand reputation?," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 1, pages 66-82, June.
• Sciarrino, JoAnn & Prudente, John, 2021, "A consumer-centric framework to develop insights for effective integrated marketing communications campaigns," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 1, pages 83-95, June.
• Beckett, Simon, 2021, "Editorial," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 2, pages 100-101, September.
• Davidovic, David, 2021, "Branding COVID vaccines: A nightmarish journey for branding practitioners?," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 2, pages 102-108, September.
• Hemmings, Mike, 2021, "Ethical online advertising: Choosing the right tools for online brand safety," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 2, pages 109-120, September.
• Breindel, Howard, 2021, "Right now. For tomorrow: Launching a purpose-driven sustainability brand," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 2, pages 121-126, September.
• Fortunato, John, 2021, "Suspense and a sports league’s brand revitalisation: Initiatives of the PGA Tour," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 2, pages 127-137, September.
• Cone, Carol & Kenney, Kristin, 2021, "Giving flight to an authentic purpose: How Aflac transformed its mascot into an icon for childhood cancer patients," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 2, pages 138-147, September.
• Sinha, Jay I., 2021, "Positioning a brand as an internet meme: The case study of Supreme," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 2, pages 148-157, September.
• Conejo, Francisco J., 2021, "Towards a better application of brand values," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 2, pages 158-170, September.
• Whelan, Brian, 2021, "Brand iconisation in the social media era," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 2, pages 171-177, September.
• Havard, Cody T. & Wann, Daniel L. & Grieve, Frederick G. & Collins, Brian, 2021, "Tales from Cinderella Castle: Examining fandom and rivalry within Disney," Journal of Brand Strategy, Henry Stewart Publications, volume 10, issue 2, pages 178-195, September.
• Beckett, Simon, 2021, "Editorial," Journal of Brand Strategy, Henry Stewart Publications, volume 9, issue 4, pages 389-390, March.
• Chen, Ryan & Turpault, Mathieu, 2021, "Visionary brand strategies require visionary product strategies: Centering product experience is imperative," Journal of Brand Strategy, Henry Stewart Publications, volume 9, issue 4, pages 391-400, March.
• Fink, Carly, 2021, "Why millennials gravitate to new brands in online investing," Journal of Brand Strategy, Henry Stewart Publications, volume 9, issue 4, pages 401-407, March.
• Richelieu, André, 2021, "From sport to ‘sportainment’: The art of creating an added-value brand experience for fans," Journal of Brand Strategy, Henry Stewart Publications, volume 9, issue 4, pages 408-422, March.
• Racine, Justin, 2021, "Using human emotion as a conduit for connection in branding and advertising," Journal of Brand Strategy, Henry Stewart Publications, volume 9, issue 4, pages 423-431, March.
• Childs, Michelle & Gokcecik, Eda & Yoon, Borham & Lee, Bomi, 2021, "The growing business of slowing down: Understanding the Slow Movement in retail, hospitality and tourism," Journal of Brand Strategy, Henry Stewart Publications, volume 9, issue 4, pages 432-445, March.
• Chan-Olmsted, Sylvia M. & Qin, Yufan Sunny, 2021, "The impact of fake news on its sponsor’s brand trust," Journal of Brand Strategy, Henry Stewart Publications, volume 9, issue 4, pages 446-465, March.
• Conejo, Francisco J., 2021, "What is brand personality? A historical and prescriptive account," Journal of Brand Strategy, Henry Stewart Publications, volume 9, issue 4, pages 466-477, March.
• Lindsey-Warren, Tyrha M. & Ringler, Christine, 2021, "Empowered storytelling: An examination of empowerment in storytelling and its impact on millennials," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 5, issue 2, pages 103-128, March.
• Perkins, Trudi L., 2021, "Centring anti-Black racism: Developing racial knowledge as stance," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 5, issue 2, pages 129-142, March.
• Jones, Domenique & Childs, Michelle, 2021, "Blackface sweaters and pizza with chopsticks: Problem cases and strategies for converting cultural appropriation into cultural appreciation in the fashion industry," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 5, issue 2, pages 143-152, March.
• Beniflah, Jake & Veloz, Julie, 2021, "Building a multicultural organisation: A conceptual model for organisational change in the 21st century," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 5, issue 2, pages 153-168, March.
• Karimkhan, Faren & Chapa, Sindy, 2021, "Is fear of missing out (FOMO) a cultural construct? Investigating FOMO from a marketing perspective," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 5, issue 2, pages 169-183, March.
• Karsaklian, Eliane, 2021, "Multiculturalism needs more than openness to diversity: Updating the Openness to Diversity and Challenge scale for increased inclusion," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 5, issue 2, pages 184-196, March.
• Beniflah, Jake, 2021, "Editorial," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 5, issue 2, pages 97-97, March.
• Gronbach, Ken, 2021, "The chief human resources officer is the new chief financial officer," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 5, issue 2, pages 98-102, March.
• Yasa, Ni Nyoman Kerti & Widagda K., I. Gusti Ngurah Jaya Agung & Sugianingrat, Ida Ayu Putu Widani & Rahmayanti, Putu Laksmita Dewi & Tirtayani, I. Gusti Ayu, 2021, "Balinese culture: The impact of Tri Kaya Parisudha on personal happiness and life success," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 6, issue 1, pages 13-24, November.
• Havard, Cody T. & Fuller, Rhema D. & Padhye, Yash, 2021, "Let’s settle this on the (online) gridiron: Examining perceptions of rival brands and platforms in gaming and sport," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 6, issue 1, pages 25-38, November.
• Morse, David R., 2021, "The changing multicultural marketing landscape," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 6, issue 1, pages 39-44, November.
• Mo, Fan & Chee, Weiming, 2021, "Country-of-origin effects on the brand image of agricultural products in China," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 6, issue 1, pages 45-53, November.
• Beniflah, Jake, 2021, "Editorial," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 6, issue 1, pages 5-5, November.
• Perkins, Trudi L., 2021, "Speculative methods: Conceptualising a theoretical framework for reimagining racism awareness in education," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 6, issue 1, pages 54-60, November.
• Singh, Gagandeep & Walia, Jasdeep Singh, 2021, "Showdown in the camera sector: Strategies for an industry in decline," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 6, issue 1, pages 6-12, November.
• Williams-Sanchez, Valerie L., 2021, "Culturally relevant marketing: Conceptualising a critical pedagogical approach to multicultural marketing strategy," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 6, issue 1, pages 61-72, November.
• Beniflah, Jake, 2021, "Where there’s a will, there’s a way: Closing the US multicultural wealth gap with purpose-driven organisations," Journal of Cultural Marketing Strategy, Henry Stewart Publications, volume 6, issue 1, pages 73-91, November.
• Beckett, Simon, 2021, "Editorial," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 8, issue 4, pages 296-297, April.
• Huntinghouse, John & Franks, Emma & Fife, Ben, 2021, "Why Facebook Ads keep failing: Lessons learned from spending over US$1m on Facebook Ads," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 8, issue 4, pages 298-307, April.
• Duda, Sabrina & Chearman, Tim, 2021, "Integrating user research into an agile project at NHS Digital: A case study," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 8, issue 4, pages 308-320, April.
• Huebner, Christopher, 2021, "Admissions and advertising: Students’ perception of social media advertising as a recruiting tool," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 8, issue 4, pages 321-331, April.
• Bright, Laura F. & Sussman, Kristen Leah & Wilcox, Gary B., 2021, "Facebook, trust and privacy in an election year: Balancing politics and advertising," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 8, issue 4, pages 332-346, April.
• Treviño, Teresa, 2021, "Unboxing the trend: Understanding why children watch unboxing videos on YouTube," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 8, issue 4, pages 347-357, April.
• Dapko, Jennifer L. & Boyer, Stefanie & Harris, Eric, 2021, "The importance of timely social media responsiveness," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 8, issue 4, pages 358-364, April.
• Ratriyana, Ina Nur, 2021, "The intertwining of traditional and electronic word-of-mouth in building the credibility of local fashion brands," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 8, issue 4, pages 365-375, April.
• Lies, Jan, 2021, "Digital marketing: Incompatibilities between performance marketing and marketing creativity," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 8, issue 4, pages 376-386, April.
• Giuliani, Marco & Muntean, Xenia, 2021, "How agencies are adapting during the COVID-19 pandemic," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 1, pages 13-21, June.
• Wiideman, Steve, 2021, "Scaling search engine visibility for franchises: A guide for multi-location brands," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 1, pages 22-31, June.
• Ramachandran, Srikanth & Mandalia, Mehul, 2021, "Is offline media becoming the biggest driver of online engagement? A review of recent trends and opportunities," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 1, pages 32-42, June.
• Beckett, Simon, 2021, "Editorial," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 1, pages 4-5, June.
• Balchin, Jackie, 2021, "How the study of social media data has evolved through time, putting social media insights-led actions at the heart of many organisations’ strategy," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 1, pages 43-52, June.
• Polfuß, Jonas, 2021, "Marketing collaborations between luxury brands and hip-hop artists: An analysis of community feedback on Instagram," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 1, pages 53-67, June.
• Garfinkel, Xeriqua & Clark, Shauna M., 2021, "The US Army’s path to virtual recruiting," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 1, pages 6-12, June.
• Jarrett, Loran & Varki, Sajeev, 2021, "The influence of the relationship life cycle on business-to-business social media: Theory and practice," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 1, pages 68-93, June.
• Beckett, Simon, 2021, "Editorial," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 2, pages 100-101, September.
• Gilbert, Jakenna, 2021, "How L’Oréal adopted new technologies to scale personalisation, adapt to new customer demands and evolve into the top beauty tech company," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 2, pages 102-110, September.
• Vahlgren, Casper, 2021, "Using social media benchmarking to inform strategy," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 2, pages 111-126, September.
• King, Jamie & Wiltshire, Lewis, 2021, "Behind a success story: How the NFL used digital marketing to grow a mainstream sports audience in the UK," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 2, pages 127-134, September.
• Van Der Lee, Jeanette R. & Cuijpers, Dries & Bloois, Mareille De & Mastop, Jessanne & Heesch, Winnie Van & Steenbergen, Elianne F. Van, 2021, "Ethical design: Persuasion, not deception," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 2, pages 135-148, September.
• Bang, Xenthe, 2021, "Managing the business-to-business customer’s experience using engagement insights," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 2, pages 149-159, September.
• Lojede, Seanice, 2021, "Digital engagement strategies in a pandemic," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 2, pages 160-168, September.
• Alzate, Miriam & Arce-Urriza, Marta & Cebollada, Javier, 2021, "What are consumers saying online about your products? Mining the text of online reviews to uncover hidden features," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 2, pages 169-186, September.
• Beckett, Simon, 2021, "Editorial," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 196-197, December.
• Boon, Carmen & Golloub, Emily, 2021, "How social media influencers helped the NYC public health system raise awareness of COVID-19 testing among historically disadvantaged populations," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 198-204, December.
• Allan, Catherine & Mccarthy-Cheung, Jim & Usmanova, Veronika, 2021, "Scaling up CRM in a high-growth business," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 205-213, December.
• Zhou, Julie, 2021, "How putting the customer at the heart of everything can supercharge growth," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 214-218, December.
• Perino, Chelsea, 2021, "The experience economy: Post COVID-19, brands need to refocus on customer experience," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 219-228, December.
• Tinkler, Allan, 2021, "Future-proofing your digital measurement for the post-cookie era," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 229-235, December.
• Hoffman, Michael, 2021, "Content that converts: How to co-create powerful video stories that keep audiences engaged all year long," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 236-242, December.
• Shreffler, Melanie & Mccullough, Amber, 2021, "The social economy: Monetising the transactional nature of social media," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 243-251, December.
• Keshavan, Narayan, 2021, "Maximising the impact of A/B testing," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 252-260, December.
• Wang, Tianfu & Limbu, Yam B. & Zhang, Junzhou, 2021, "Lite app adoption and cannibalisation," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 261-274, December.
• Huff, Steven C., 2021, "Money on the table: Increasing revenue through menu order," Journal of Digital & Social Media Marketing, Henry Stewart Publications, volume 9, issue 3, pages 275-283, December.
• Beckett, Simon, 2021, "Editorial," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 5, issue 4, pages 312-313, March.
• Armstrong, Melanie, 2021, "Making the leap: Expanding a traditional stewardship team into a full-service donor relations and engagement shop," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 5, issue 4, pages 314-322, March.
• Cassel, Andrew, 2021, "Twitch for higher education marketing and communications: Creating a presence in the gaming world," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 5, issue 4, pages 323-334, March.
• Dipalma, Sonya R., 2021, "Incorporating an annual giving campaign into the academic curriculum: A guide to getting started," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 5, issue 4, pages 335-346, March.
• Dobies, Tony, 2021, "Embattled social media managers in the midst of COVID-19 pandemic struggle with mental health," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 5, issue 4, pages 347-356, March.
• Rolfs, Megan, 2021, "Opportunities for student influencer marketing strategies," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 5, issue 4, pages 357-372, March.
• Schanz, Jeffrey M., 2021, "Strengthening alumni volunteer relations at colleges and universities," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 5, issue 4, pages 373-382, March.
• Stansel, Jon-Stephen, 2021, "Creating a university-branded animated GIF library," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 5, issue 4, pages 383-391, March.
• Brown, Sunni, 2021, "Beyond the inbox: Maximising digital platforms for media relations success," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 5, issue 4, pages 392-402, March.
• Samide, Michael J., 2021, "‘Science of’ events as a means of alumni engagement," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 5, issue 4, pages 403-412, March.
• Sandison, Rachel, 2021, "Marketing in the time of coronavirus: Lessons learned at the University of Glasgow," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 1, pages 24-36, June.
• Gleason, Jan & Trevor, Greg, 2021, "Integrated editorial planning at the University of Georgia," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 1, pages 37-47, June.
• Kibble, Danny & Jones, Jennie & Wilson, Anne M., 2021, "Alumni participation in an online COVID-19 course for first-year and transfer students," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 1, pages 48-56, June.
• Beckett, Simon, 2021, "Editorial," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 1, pages 5-6, June.
• Callaghan, Therese, 2021, "Data governance in the world of constituent relationship management," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 1, pages 57-72, June.
• Mcmahon, Jenny, 2021, "Why students don’t read your e-mails: A critical look at how university email communications guide or confuse students through the student experience and the COVID-19 pandemic," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 1, pages 7-23, June.
• Lambert, Sheri & Lavin, Amy, 2021, "Higher education: Using academic innovation and student engagement to differentiate your brand in challenging times," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 1, pages 73-83, June.
• Muscatelli, Annarosa, 2021, "Stewarding major donors: Why is it important and how to do it well," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 1, pages 84-92, June.
• Holloway, Amy Harrell, 2021, "Why wait? Benchmarking student philanthropy programmes: A closer look at effective programmes and why we should act now," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 1, pages 93-106, June.
• Beckett, Simon, 2021, "Editorial," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 2, pages 112-113, September.
• Angelo, Toni & Umberger, Katie & Cruikshank, Dana & Partridge, Steve, 2021, "What’s next for real-time COVID-19-era marketing?," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 2, pages 114-127, September.
• Haworth, Mary, 2021, "What does good engagement and communication with your major gift prospect community look like in the COVID-19 era? Ask your donors," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 2, pages 128-137, September.
• Adler, Liz & McBratney, Shannon, 2021, "Reporting on donor intent to impact campus spending," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 2, pages 138-145, September.
• Kubala, Alison, 2021, "Building a data management system," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 2, pages 146-156, September.
• Whaley, Joanne, 2021, "The opportunities and challenges of moving to a virtual events programme during a global pandemic," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 2, pages 157-163, September.
• Meyers, Debbie, 2021, "A process for developing effective gift documentation: Considerations in working with donors and gift officers," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 2, pages 164-179, September.
• Lobato, Milagro ‘Misa’, 2021, "Diversifying donor bases for higher education institutions," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 2, pages 180-190, September.
• Turcio, Allison, 2021, "Building relationships with audience-centric communications," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 2, pages 191-200, September.
• Beckett, Simon, 2021, "Editorial," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 3, pages 208-209, December.
• Hyle, Micah & Smith, Rachel, 2021, "Endowment reporting: Reducing time, staff and budget while enhancing quality, quantity and donor satisfaction," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 3, pages 210-220, December.
• Kesterson, Juliette, 2021, "Updating your stewardship and donor relations strategy: Determining a strategy that works for an organisation of any size," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 3, pages 221-228, December.
• Gluck, Molly, 2021, "Reimagining research promotion: How to maintain visibility and momentum through an integrated approach," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 3, pages 229-241, December.
• Mcdaniel, Andrew & Vaughn, Jenn, 2021, "Retention marketing: Higher education’s new frontier," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 3, pages 242-256, December.
• Mcdowell, Kate & Miller, Deborah, 2021, "Great storytelling: Best practices for advancement," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 3, pages 257-267, December.
• Kohl, Deborah & Zapata, Andrés, 2021, "Neurodesign: An emerging design discipline that can be used to boost the performance of enrolment and fundraising marketing communications," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 3, pages 268-278, December.
• Sims, Jr, John A. & Wiggins, III, Roy A., 2021, "Two birds with one programme: How business schools can support their entrepreneurial stakeholders and generate new revenue," Journal of Education Advancement & Marketing, Henry Stewart Publications, volume 6, issue 3, pages 279-300, December.
• Nadezhda Dimova, 2021, "Opportunities for sustainability in online stores," Economic Thought journal, Bulgarian Academy of Sciences - Economic Research Institute, issue 3, pages 66-76.
• Doina Gurita, 2021, "Perspectives And Strategies Of Religious Tourism For A Sustainable Development Of The Economy," JOURNAL STUDIA UNIVERSITATIS BABES-BOLYAI NEGOTIA, Babes-Bolyai University, Faculty of Business.
• Muhammed Fatih Cevher, 2021, "Kriz Dönemlerinde Sosyal Pazarlama: Covid-19 Incelemesi," Bingol University Journal of Economics and Administrative Sciences, Bingol University, Faculty of Economics and Administrative Sciences, volume 5, issue SpecialIs, pages 97-116, December, DOI: https://doi.org/10.33399/biibfad.10.
• Knežević Blaženka & Škrobot Petra & Žmuk Berislav, 2021, "Position and Role of Social Supermarkets in Food Supply Chains," Business Systems Research, Sciendo, volume 12, issue 1, pages 179-196, May, DOI: 10.2478/bsrj-2021-0012.
• Priyanka Chadha & Etinder Pal Singh & Babita Yadav & Raghavan Srinivasan, 2021, "Social Media Marketing Channels and Communication: COVID-19 Pandemic Perspective," Acta Universitatis Bohemiae Meridionalis, University of South Bohemia in Ceske Budejovice, Faculty of Economics, volume 24, issue 3, pages 107-118, DOI: 10.32725/acta.2021.015.
• Tom Coupé & Boaz Shmueli, 2021, "Google Doodles and Covid-19," Working Papers in Economics, University of Canterbury, Department of Economics and Finance, number 21/07, Jun.
• Juan Camilo Mejía & Diego De la Rosa-Salazar & Hern�n Dar�o Huertas-Moreno, 2021, "Implicaciones de la COVID-19 sobre el marketing de servicios educativos: un estudio desde las motivaciones y estados de ánimo de universitarios en Colombia," Estudios Gerenciales, Universidad Icesi, volume 37, issue 158, pages 126-137, DOI: 10.18046/j.estger.2021.158.4271.
• Luis Enrique David Tenorio, 2021, "Exposición de marca personal por medio de redes sociales," Revista Tendencias, Universidad de Narino, volume 22, issue 2, pages 107-129, DOI: 10.22267/rtend.212202.170.