Concepedia

Employing social media as a marketing strategy in college sport: an examination of perceived effectiveness in accomplishing organizational objectives

Anthony W. Dixon, J. Michael Martinez, Christina L. L. Martin

International Review on Public and Nonprofit Marketing · 2015 · 26 citations · 35 references

Concepts

ManagementMarketingMarketing ManagementMarketing StrategySocial Media MarketingStrategic MarketingSocial MediaSocial Media CommunicationMarketing Communication StrategyMarketing Communications EffectivenessPerceived Consumer EffectivenessPerceived EffectivenessPerceived Leader EffectivenessSocial Media In Organizations

References

35

Users of the world, unite! The challenges and opportunities of Social Media

Andreas Kaplan, Michael Haenlein · Business Horizons · 2009 · 17.5K citations

Social Sciences, Communication, Audience Studies +10

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations

Business, Marketing, Marketing Management +10

Toward a Theory of Stakeholder Identification and Salience: Defining the Principle of who and What Really Counts

Ronald K. Mitchell, Bradley R. Agle, Donna J. Wood · Academy of Management Review · 1997 · 9.5K citations

Management, Organizational Behavior, Strategic Management +11

The Stakeholder Theory of the Corporation: Concepts, Evidence, and Implications

Thomas Donaldson, Lee E. Preston · Academy of Management Review · 1995 · 9.2K citations

Management, Corporate Governance, Corporate Law +11

Relationship Marketing of Services--Growing Interest, Emerging Perspectives

Leonard L. Berry · Journal of the Academy of Marketing Science · 1995 · 3.1K citations

Business, Marketing, Marketing Management +14