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Protected: 2A Global Marketing

Posted on 09/18/2020 by Jean Eric PELET

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Protected: Syllabus MSI DSCG 11/27/2025
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Jean Eric PELET
Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives 06/08/2025
Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9-10), 919–925. Objectif L’article de Mollen et Wilson vise à réconcilier les perspectives des praticiens et des … Continue reading →
Zakaria_Bourimech
Some internal psychological factors influencing consumer choice 06/06/2025
McGuire, W. J. (1976). Some internal psychological factors influencing consumer choice. Journal of Consumer Research, 2(4), 302–319. https://doi.org/10.1086/208643 Objectif L’article de William J. McGuire vise à examiner les facteurs psychologiques internes qui influencent les choix des consommateurs, en se concentrant … Continue reading →
Zakaria_Bourimech
Understanding customer experience throughout the customer journey. 06/06/2025
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing: AMA/MSI Special Issue, 80(6), 69–96. https://doi.org/10.1509/jm.15.0420 Objectif L’article de Lemon et Verhoef vise à développer une compréhension approfondie de l’expérience client et … Continue reading →
Zakaria_Bourimech
To disclose or not disclose, is no longer the question, effect of AI-disclosed brand voice on brand authenticity and attitude 06/06/2025
Kirkby, A., Baumgarth, C., & Henseler, J. (2023). To disclose or not disclose, is no longer the question – effect of AI-disclosed brand voice on brand authenticity and attitude. Journal of Product & Brand Management, 32(7), 1108–1122. https://doi.org/10.1108/JPBM-02-2022-3864 Mots-clés : … Continue reading →
Zakaria_Bourimech
Users of the world, unite! The challenges and opportunities of Social Media. 06/05/2025
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68. https://doi.org/10.1016/j.bushor.2009.09.003 Mots-clés : médias sociaux, contenu généré par les utilisateurs, Web 2.0, réseaux sociaux, mondes virtuels, marketing … Continue reading →
Zakaria_Bourimech
A strategic framework for artificial intelligence in marketing. 06/05/2025
Huang, M.-H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49(1), 30–50. https://doi.org/10.1007/s11747-020-00749-9 Mots-clés : intelligence artificielle, marketing stratégique, IA mécanique, IA pensante, IA sensible, segmentation, ciblage, positionnement, … Continue reading →
Zakaria_Bourimech
Consumer brand engagement in social media: Conceptualization, scale development and validation. 06/05/2025
Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149–165. https://doi.org/10.1016/j.intmar.2013.12.002 Mots-clés : engagement des consommateurs, engagement envers la marque, médias sociaux, … Continue reading →
Zakaria_Bourimech
Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? 06/05/2025
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52. https://doi.org/10.1002/dir.10073 Mots-clés : bouche-à-oreille électronique, eWOM, motivations des … Continue reading →
Zakaria_Bourimech
Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing 06/05/2025
de Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91. https://doi.org/10.1016/j.intmar.2012.01.003 Mots-clés : Médias sociaux, pages … Continue reading →
Zakaria_Bourimech

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