Electronic Word of Mouth(eWOM) messages, can be defined as: “Any positive or negative statements made by potential, actual, or former customers about a product or company, which is made available to a multitude of people and ...

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 ...

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 ...

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 ...

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 ...

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 ...

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 ...

Athlone Institute of Technology is once again partnering with Midlands-based companies to help them fill their digital marketing resource gaps using final year students’ knowledge of cutting-edge digital marketing methods ...