Library Guides: Digital Marketing & Brand Communication Pathfinder: UPH Library Collection

Books

Afifah, N., Daud, I., & Mulyadina, M. (2022). Viewer Behavior On Social Media: Viral Marketing of A Movie Trailer In Indonesia
Gadjah Mada International Journal of Business, 24(2), 178–197.
Delgado-Ballester, E., Palazón, M., & Peláez, J. (2019). Anthropomorphized vs objectified brands: which brand version is more loved?
European Journal of Management and Business Economics, 29(2), 150–165.
Koob, C. (2021). Determinants of content marketing effectiveness: Conceptual framework and empirical findings from a managerial perspective.
PLoS ONE, 16(4), 1–25.
Shivendu, S., & Ran (Alan) Zhang. (2020). The Impact of Digitization on Content Markets: Prices, Profit, and Social Welfare.
MIS Quarterly, 44(4), 1905–1956.
Ostyakova, G. V., Tsilinko, A. P., Albakova, Z. A.-M., Belyakova, N. V., Grinev, V. A., Bogdanova, V. I., & Akutaev, S. G. (2020). Features and mechanisms of improvement of marketing promotion of services in social media.
EurAsian Journal of Biosciences, 14(2), 5951–5959.
Guerreiro, J., & Loureiro, S. (2020). Cause-Related Marketing in the Digital Era: How Enterprises Can Deal with International Campaigns in Individualist Versus Collectivist Countries.
Voluntas: International Journal of Voluntary & Nonprofit Organizations, 31(6), 1330–1342.
Kolyandov, S., & Radev, R. (2021). Internet Marketing: Modern Advertising Models for Reaching New Customers.
Trakia Journal of Sciences, 19, 122–129.

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