AF
Arne Floh
Authored
3 records found
Service quality in social media communication of NPOs
The moderating effect of channel choice
Social media communication is attractive for non-profit organizations (NPOs); however, the channels of social media are not homogeneous; a factor not sufficiently considered by empirical research. We address this gap by looking into the moderating effect of social media channel c
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Consumers evaluate products with all their senses but exhibit considerable variability in the extent to which they actively use and rely on a specific sense. We know little about the variability in consumers’ propensity to actively engage their sense of smell in the context of pr
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Social media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of communities, especially when they are combined with traditional approaches such as celebrity endorsement. The reach, frequency, and speed of communication on social m
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