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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 ...