Skip to Main Content
It looks like you're using Internet Explorer 11 or older. This website works best with modern browsers such as the latest versions of Chrome, Firefox, Safari, and Edge. If you continue with this browser, you may see unexpected results.

MKT 4350 - Digital Marketing: Further information

This guide for MKT 4350 contains resources to locate information on various aspects of digital marketing.

Articles

This page present a sampling of articles on digital advertising/marketing.  The full text of the article can be located by searching for the article title in Business Source Complete.

Borrow from another library

Do you need something that the Baylor Libraries do not own?  Baylor Libraries' Interlibrary Loan Services can help you.  Click the link below for more information.

When searching in a database for articles, you may find that some articles don't come with full text.  Look for the yellow/green "BUInfoLinks" button to see where you can go to find your article.

Articles - Digital Advertising/Marketing

  • Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing: Research evolution from 2000 to 2015 and an agenda for future inquiry. Journal of Marketing80(6), 146-172. 
  • Assimakopoulos, C., Antoniadis, I., Kayas, O. G., & Dvizac, D. (2017). Effective social media marketing strategy: Facebook as an opportunity for universities. International Journal of Retail & Distribution Management45(5), 532-549. 
  • Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research70118-126. 
  • Keegan, B. J., & Rowley, J. (2017). Evaluation and decision making in social media marketing. Management Decision55(1), 15-31. 
  • Pinto, M., & Yagnik, A. (2017). Fit for life: A content analysis of fitness tracker brands use of Facebook in social media marketing. Journal of Brand Management24(1), 49-67. 
  • Kumar, A., Bezawada, R., Rishika, R., Janakiraman, R., & Kannan, P. K. (2016). From social to sale: the effects of firm-generated content in social media on customer behavior. Journal of Marketing80(1), 7-25. 
  • Antoine, H. A. (2016). Hashtagging: What you need to know about hashtags as trademarks, hashtag litigation, the FTC, viral campaigns, and more. Computer & Internet Lawyer33(11), 6-10.
  • Crosby, L. A. (2017). Holding social media marketing to a higher standard. Marketing News51(4), 22-24.
  • Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers18(1), 19-39. 
  • Rugova, B., & Prenaj, B. (2016). Social media as marketing tool for SMEs: Opportunities and challenges. Academic Journal of Business, Administration, Law & Social Sciences2(3), 85-97.
  • Gholston, K., Kuofie, M., & Hakim, A. C. (2016). Social media for marketing by small businesses. Journal of Marketing & Management7(1), 24-39.
  • Friedlein, A. (2016). 10 digital trends for 2016: Part 1 - Marchitecture and Funnel Wars. Marketing Week (Online Edition), 1.
  • Conway, R. (2016). Change & disruption. NZ Business + Management30(2), 42-43.
  • Lucius, H. W., & Hanson, J. H. (2016). Consumerism and marketing in the digital age. American Journal of Management16(3), 41-47.
  • Tynan, K. (2016). Digital bank marketing: It's all about the content. American Banker181(116), 1.
  • Digital marketing, the new mantra for brands in 2016. (2016). FRPT- FMCG Snapshot, 39-40.
  • Strozniak, P. (2016). Digital media dominates 2016 marketing plans. Credit Union Times27(1), 9.
  • Engel, C. (2016). Facebook should be key focus in online retailer advertising. Furniture/Today41(12), 8-10.
  • Skerrett, D. (2017). Focusing on your customer experience is great for business. Econtent40(3), 12-13.
  • How will electronic advertising trend over the next few years, particularly among small businesses in this industry? (2016). Wearables20(8), 32-33.
  • Pine II, B. J., & Gilmore, J. (2016). Integrating experiences into your business model: five approaches. Strategy & Leadership44(1), 3-10.
  • Kuchta, M., & Miklošík, A. (2016). Refining digital marketing taxonomies: advertising platforms and digital metrics. Marketing Identity, 175-185.
  • Grossberg, K. A. (2016). The new marketing solutions that will drive strategy implementation. Strategy & Leadership44(3), 20-26.
  • Friedlein, A. (2017). The year ahead in marketing and digital: Part 2 - marketing trends. Marketing Week (Online Edition), 1.
  • Odell, P. (2017). Top 10 trends to transform digital marketing in 2017. Promotional Marketing, 1.
  • DeBroff, S. (2017). Top 10 trends to transform digital marketing. Promotional Marketing, 1.

Ashley, C., & Tuten, T. (2015). Creative Strategies in Social Media Marketing: An Exploratory Study of Branded Social Content and Consumer Engagement. Psychology & Marketing, 32(1), 15-27. doi:10.1002/mar.20761

Celebi, S. I. (2015). How do motives affect attitudes and behaviors toward internet advertising and Facebook advertising? Computers in Human Behavior, 51312-324. doi:10.1016/j.chb.2015.05.011

Chung, S., & Park, J. (2017). Exploring consumer evaluations in social media: The role of psychological distance between company and consumer. Computers in Human Behavior, 76312-320. doi:10.1016/j.chb.2017.07.042

De Keyzer, F., Dens, N., & De Pelsmacker, P. (2017). Don't be so emotional! How tone of voice and service type affect the relationship between message valence and consumer responses to WOM in social media. Online Information Review, 41(7), 905-920. doi:10.1108/OIR-08-2016-0219

de Vries, L., Peluso, A. M., Romani, S., Leeflang, P. S., & Marcati, A. (2017). Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations. Computers in Human Behavior, 75272-282. doi:10.1016/j.chb.2017.05.016

Farhangi, A. A., Abaspour, A., Farahani, S. B., & Ghasemi, R. A. (2014). Analyzing the impact of social media on consumer attitudes toward the brand and their intention to purchase. Global Media Journal: Persian Edition, 9(2), 68-73.

Homburg, C., Ehm, L., & Artz, M. (2015). Measuring and Managing Consumer Sentiment in an Online Community Environment. Journal of Marketing Research (JMR), 52(5), 629-641. doi:10.1509/jmr.11.0448

John, L. K., Emrich, O., Gupta, S., & Norton, M. I. (2017). Does "Liking" Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes. Journal of Marketing Research (JMR), 54(1), 144-155. doi:10.1509/jmr.14.0237

Kim, A. J., & Johnson, K. K. (2016). Power of consumers using social media: Examining the influences of brand-related user-generated content on Facebook. Computers in Human Behavior, 5898-108. doi:10.1016/j.chb.2015.12.047

Kim, E., Sung, Y., & Kang, H. (2014). Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth. Computers in Human Behavior, 3718-25. doi:10.1016/j.chb.2014.04.020

Lee, J., Kim, S., & Ham, C. (2016). A Double-Edged Sword? Predicting Consumers’ Attitudes Toward and Sharing Intention of Native Advertising on Social Media. American Behavioral Scientist, 60(12), 1425-1441. doi:10.1177/0002764216660137

Lee, M. J., & Chun, J. W. (2016). Reading others’ comments and public opinion poll results on social media: Social judgment and spiral of empowerment. Computers in Human Behavior, 65479-487. doi:10.1016/j.chb.2016.09.007

Lin, C. A., & Kim, T. (2016). Predicting user response to sponsored advertising on social media via the technology acceptance model. Computers in Human Behavior, 64710-718. doi:10.1016/j.chb.2016.07.027

Liu, X., Burns, A. C., & Hou, Y. (2017). An Investigation of Brand-Related User-Generated Content on Twitter. Journal of Advertising, 46(2), 236-247. doi:10.1080/00913367.2017.1297273

Micu, A., Micu, A. E., Geru, M., & Lixandroiu, R. C. (2017). Analyzing user sentiment in social media: Implications for online marketing strategy. Psychology & Marketing, 34(12), 1094-1100. doi:10.1002/mar.21049

Ojala, M. (2014). The Elusive Consumer: Searching for Consumer Attitudes and Behavior. Online Searcher, 38(6), 71-73.

Shen, X., Zhang, K. Z., & Zhao, S. J. (2016). Herd behavior in consumers' adoption of online reviews. Journal of The Association for Information Science & Technology, 67(11), 2754-2765. doi:10.1002/asi.23602

Vendemia, M. A. (2017). When do consumers buy the company? Perceptions of interactivity in company-consumer interactions on social networking sites. Computers in Human Behavior, 7199-109. doi:10.1016/j.chb.2017.01.046

Villarroel Ordenes, F., Ludwig, S., de Ruyter, K., Grewal, D., & Wetzels, M. (2017). Unveiling What Is Written in the Stars: Analyzing Explicit, Implicit, and Discourse Patterns of Sentiment in Social Media. Journal of Consumer Research, 43(6), 875-894. doi:10.1093/jcr/ucw070

University Libraries

One Bear Place #97148
Waco, TX 76798-7148

(254) 710-6702