Now showing items 1-6 of 6
Employee brand advocacy in social media: employers' absent roles.
(Irish Academy of Marketing, 2019-12)
This paper examines whether employers in SMEs within the food and drinks sector motivates their employees to adopt and use eWOM to promote their businesses. Another consideration is whether employees adopt and use eWOM ...
Encouraging adoption and usage of eWOM: the factors contributing to employee brand advocacy.
Social Media platforms offer businesses new ways to strength customer relationships, create brand awareness and develop loyal customers. Electronic word of mouth (eWOM) initiatives such as visually enriched content makes ...
Ireland's food and drink sector: the effect of Brexit on SME adoption and use of social media marketing.
This paper examines whether SMEs within Ireland’s food and drinks sector adopting and using social media marketing (SMM) and do they see Brexit as a factor. The research avails of qualitative and quantitative methods and ...
Ireland's dairy sector: SME adoption and use of social media marketing.
This paper addresses the deficit of literature on social media adoption and usage within small businesses in the dairy sector in Ireland. The author avails of an action research methodology through in–depth case analysis ...
Social media marketing adoption and usage within the Irish Dairy Sector.
(Academy of Marketing, 2015-07)
The agri-food sector in Ireland contributes €24 billion to the national economy, and export values for dairy ingredients and product has surpassed €3 billion. This figure represents a 15% growth on 2012 and indicates ...
Inspired employees encourage eWOM.
(Academy of Marketing, 2019-07)
This pilot examines whether employees in SMEs within the food and drinks sector promote their business through eWOM. Another consideration is whether employees adopt and use eWOM because they are motivated by their job ...