Outputs (2)

A quantitative study on the impact of emotion on social media engagement and conversion (2020)
Journal Article
Buffard, J., & Papasava, A. (2020). A quantitative study on the impact of emotion on social media engagement and conversion. Journal of Digital & Social Media Marketing, 7(4), 355-375

Academic understanding of social media remains limited. The use of emotion
in social marketing and advertising, for example, is particularly under-researched. This
study aims to understand how brands leverage emotion on social media and to measure... Read More about A quantitative study on the impact of emotion on social media engagement and conversion.

Referral Marketing in Online Higher Education: a Holistic Snapshot of Strategic Initiatives, Effectiveness and Opportunities in a leading International Organization (2020)
Journal Article
Boros, E., & Papasava, A. (2020). Referral Marketing in Online Higher Education: a Holistic Snapshot of Strategic Initiatives, Effectiveness and Opportunities in a leading International Organization. 00 Journal not listed, 1(3), https://doi.org/10.6017/jmche.v1i3.11999

Referral Marketing (RM) has only recently sparked the interest of marketers in the online higher education (OE) sector, with distinct gaps identified in the literature. This concept is closely linked with consumer brand engagement, relationship marke... Read More about Referral Marketing in Online Higher Education: a Holistic Snapshot of Strategic Initiatives, Effectiveness and Opportunities in a leading International Organization.