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Dr Severina Cartwright
Lecturer in Marketing
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My research focuses on business-to-business marketing, relationship marketing, social media marketing and digital marketing.
A comparison of social media marketing between B2B, B2C and mixed business models
Managing Relationships on Social Media in Business-to-Business Organisations
Strategic use of social media within business-to-business (B2B) marketing: A systematic literature review
Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective
Influencer marketing within business-to-business organisations
The development of B2B social networking capabilities
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