Digital marketing
In recent years there has been an explosion in the use of digital media as means by which all kinds of information is transmitted. Marketers need to optimise the use of digital media to connect with their target audience in the most effective way.
Key Marketing researchers:
Key publications:
2024
Noguti, V., & Waller, D.S. (2024). How the time of day impacts social media advertising outcomes on consumers, Marketing Intelligence and Planning 42(3), 418-437. .https://doi.org/10.1108/MIP-04-2023-0172
2023
Lu, S.Q., Singh, S., & de Roos, N (2023). Effects of online and offline advertising and their synergy on direct telephone sales, Journal of Retailing. https://doi.org/10.1016/j.jretai.2023.06.001
2022
Noguti, V. (2022). Consumption of marketer-generated content: Consumers as curators of marketing messages that they consume on social media, European Journal of Marketing, 56(12), 3545-3567. https://www.emerald.com/insight/content/doi/10.1108/EJM-09-2020-0695/full/html
Singh, S., & Jang, S. (2022). Search, purchase, and satisfaction in a multiple-channel environment: How have mobile devices changed consumer behaviors?, Journal of Retailing and Consumer Services, 65(March), 102200. https://doi.org/10.1016/j.jretconser.2020.102200
2020
Noguti, V., & Waller, D. S. (2020). Motivations to use social media: effects on the perceived informativeness, entertainment, and intrusiveness of paid mobile advertising. Journal of Marketing Management, 36(15-16), 1527-1555. https://doi.org/10.1080/0267257X.2020.1799062
Dickenson, S., Mortimer, K., Kerr, G., Waller, D.S., & Kenrick, A. (2020). Power and responsibility: Advertising self‐regulation and consumer protection in a digital world. Journal of Consumer Affairs, 52(2), 675-700. https://onlinelibrary.wiley.com/doi/abs/10.1111/joca.12295
2019
Lim, X-J., Cheah, J-H., Waller, D., Ting, H., & Ng, S. (2019). What S-commerce implies? Repurchase intention and its antecedents, Marketing Intelligence and Planning, 38(6), 760-776. https://doi.org/10.1108/MIP-03-2019-0145
