Research

 

My research focuses on business-to-business marketing, relationship marketing, social media marketing and digital marketing. 

 

Published Papers

 
iphone

A comparison of social media marketing between B2B, B2C and mixed business models

  • Twitter
  • YouTube
  • LinkedIn
Board Meeting

Managing Relationships on Social Media in Business-to-Business Organisations

Team Meeting

Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review

People Walking

Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective