Concepedia

Cross-platform Marketing

Cross-Platform Marketing is a strategic marketing framework that integrates coordinated promotional efforts across multiple digital platforms to achieve unified consumer engagement, distinguished from single-platform approaches by its emphasis on platform complementarity and consistent messaging synchronization.

22

Publications

959

Citations

72

Authors

48

Institutions

Publications per year

2017–2026

16

Parents

Publications

22

Providers Versus Platforms: Marketing Communications in the Sharing Economy

John P. Costello, Rebecca Walker Reczek · Journal of Marketing · 2020 · 109 citations

, , +13

How does consumer engagement evolve when brands post across multiple social media?

Vasu Unnava, Ashwin Aravindakshan · Journal of the Academy of Marketing Science · 2021 · 96 citations · Full text

, , +15

Participatory branding on social media: The affordances of live streaming for creative labor

Colten Meisner, Andrew M. Ledbetter · New Media & Society · 2020 · 81 citations

, , +11

Dynamic Marketing Budgeting for Platform Firms: Theory, Evidence, and Application

Shrihari Sridhar, Murali K. Mantrala, P. A. Naik et al. · Journal of Marketing Research · 2011 · 80 citations

, , +14

An exploration of alcohol advertising on social networking sites: an analysis of content, interactions and young people’s perspectives

Amanda Atkinson, Kimberley May Ross-Houle, Emma Begley et al. · Addiction Research & Theory · 2016 · 58 citations · Full text

, , +15

1–5 of 22

Authors

72

  1. RW
    Rebecca Walker Reczek

    Fisher College, United States

    2 publications · 129 citations

    2

    h-index

  2. JP
    John P. Costello

    Children's National, United States

    2 publications · 129 citations

    2

    h-index

  3. XW
    Xin Wang

    China National Petroleum Corporation (China), China

    1 publications · 17 citations

    1

    h-index

  4. ET
    Esther Thorson

    University of Missouri, United States

    1 publications · 80 citations

    1

    h-index

  5. PA
    P. A. Naik

    Raja Ramanna Centre for Advanced Technology, India

    1 publications · 80 citations

    1

    h-index

1–5 of 72

Institutions

48

  1. Southwestern University of Finance and Economics

    Chengdu, China

    2 h-index

    7 publications

    173 citations

  2. Sun Yat-sen University

    Guangzhou, China

    2 h-index

    4 publications

    60 citations

  3. Pennsylvania State University

    State College, United States

    2 h-index

    2 publications

    99 citations

  4. University of California, Davis

    Davis, United States

    2 h-index

    3 publications

    272 citations

  5. City University of Hong Kong

    Hong Kong, Hong Kong

    2 h-index

    2 publications

    63 citations

  6. University of Florida

    Gainesville, United States

    1 h-index

    1 publications

    17 citations

  7. Texas Christian University

    Fort Worth, United States

    1 h-index

    1 publications

    81 citations

  8. Shanghai University

    Shanghai, China

    1 h-index

    5 publications

    275 citations

1–8 of 48

Venues

  1. Journal of Advertising Research

    JAR · 2 publications · 79 citations

    2

    h-index

  2. Internet Research

    1 publications · 38 citations

    1

    h-index

  3. Sage Journals Data

    Repository · 1 publications · 20 citations

    1

    h-index

  4. Mobile Networks and Applications

    MONET · 1 publications · 32 citations

    1

    h-index

  5. 1

    h-index

1–5