5 hasil untuk "Simone Guercini"
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Artikel Jurnal
Social Media Marketing and Consumer - Brand Relationship in Luxury Markets
Given the shift from traditional to new communication approaches, luxury brands are strategically focusing on social media marketing – SMM - for product and services’ endorsement through daily narratives. Nowadays, social media is an integral part of marketing and advertising. Social media…
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Artikel Jurnal
Competence Attrition: A linguistic theory of the effects of external competence acquisition for organizations
What happens to old competences in organizations when new competences are acquired? In this paper, we propose a competence attrition theory to explain the effects of acquiring new competences on previously acquired ones. While the presumed positive role of available competences for the acquisition…
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Artikel Jurnal
The impact of attitudes towards influencers amongst millennial fashion buyers
The aim of this paper is to identify influencers and the way they affect the behavior of millennial buyers in the process of consuming fashion goods. The paper examines the literature on opinion leaders, ranging from the origins of the concept to its developments within the context of the Internet…
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Artikel Jurnal
No solo influencers en el plan de comunicación: un estudio comparativo en el mundo de la moda
En los últimos años, las redes sociales e influencers están dominando las campañas de comunicación, debido a su poder de influencia en los consumidores. Como resultado, algunos de los actores tradicionales de la comunicación no están siendo considerados en los planes de comunicación. Sin embargo…
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Artikel Jurnal
Identifying New Roles and Actors in Action Research Management Studies in Specific Support Infrastructures
This study examines an extended view of both actors and roles of Action Research studies in the field of management. More specifically, we study the new actors and roles considering three specific support infrastructures: long-term funded projects; collaborative agreements; and educational…