Marketing higher education: utilising student-generated social media data

Elvira Bolat discusses her research with Helen O’Sullivan, proposing that HEIs should adopt market-driven business practices and look to leverage student-generated social media content.

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Crowdsourcing – no substitute for old school market research

Richard Gruner discusses his research with Damien Power into whether crowdsourcing can replace more traditional methods of market research.

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It’s just like milk, but different!

Christian Fuentes & Maria Fuentes discuss how marketing is used to construct a mass market for an alternative vegan milk substitute.

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Corporate conflict management on social media

Denitsa Dineva, Jan Breitsohl and Brian Garrod look at how firms manage consumer conflicts in their brand fan pages on Facebook.

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Why do firms delete brands?

Purvi Shah investigates why firms delete brands from their portfolios, finding both financial and non-financial reasons.

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Making a market for male dairy calves

Gillian Hopkinson uses actor network theory, the market studies literature and the notion of concerned markets to trace the making and shaping of two market versions for male dairy calves.

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How can social marketers motivate support?

Jane Summers and Jessica Summers discuss how to motivate people to support a cause or an issue that does not directly affect them.

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Heritage-based museums: how to create an authentic experience from scratch?

Derbaix and Gombault explore how visiting a heritage-based attraction (Cézanne’s studio) becomes an authentic experience through consumer’s imaginative processes.

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Taste the Waste: Normalisation strategies for sustainable challenges

Johanna Gollnhofer looks at how the recovery, distribution and consumption of food waste have become normalised, attaching positive meaning to desirable sustainable practices.

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Attracting MICE: Business Tourists’ Perceptions of Destinations

Heather Skinner discusses her research into business tourists’ perceptions of conference destinations, with implications for Destination Marketing Organisations.

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Handbags or travel bags?

Mittal & Sundie discuss their research, which found that adults who experienced unpredictable and harsh childhood environments may have a decreased propensity to consume novel experiences in adulthood.

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Essentials of social media engagement

Laurence Dessart summarises her research into the characteristics of social media engagement with an infographic covering the essential points every manager should keep in mind.

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