Behind every great marketer is the science of marketing and social media, with strategies, principles and techniques that are continually evolving. Professionals must not only keep pace with the latest tools and technologies — which enable them to target their communications and keep track of how (and how many) people respond — they must be communication experts who understand the importance of listening and observation.
Elsevier has a portfolio of marketing journals that address the challenges of marketing professionals and present the latest research. The publishers of this portfolio have made their most read and top-cited articles free until August 23, 2014. Here is their selection:
- Most read: A.J. Kim, E. Ko: "Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand"
- Most cited: N.O. Ndubisi: "Mindfulness, reliability, pre-emptive conflict handling, customer orientation and outcomes in Malaysia's healthcare sector"
- Most read: S. Hoejimose, S. Brammer, A. Millington: "Green" supply chain management: The role of trust and top management in B2B and B2C markets"
- Most cited: L. Aarikka-Stenroos, E. Jaakkola: "Value co-creation in knowledge intensive business services: A dyadic perspective on the joint problem solving process"
- Most read: A. Reed II, M.R. Forehand, S. Puntoni, L. Warlop: "Identity-based consumer behavior"
- Most cited: Y. Strizhakova, R.A. Coulter, L.L. Price: "The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace"
- Most read: B. Schmitt: "The consumer psychology of brands"
- Most cited: C. Spence: "Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism"
- Most read: S. Rose, M. Clark, P. Samouel, N. Hair: "Online Customer Experience in e-Retailing: An empirical model of Antecedents and Outcomes"
Most cited: L. Ashworth, L. McShane: "Why Do We Care What Others Pay? The Effect of Other Consumers' Prices on Inferences of Seller (Dis)Respect and Perceptions of Deservingness Violation"
- Most read: L. de Vries, S. Gensler, P.S.H. Leeflang: "Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing"
- Most cited: E.A. Van Reijmersda, E. Rozendaal, M. Buijzen: "Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames"
- Most read: B. Zhang, J.H. Kim: "Luxury fashion consumption in China: Factors affecting attitude and purchase intent
- Most cited: J. Bruwer, I. Lesschaeve, B.L. Campbell: "Consumption dynamics and demographics of Canadian wine consumers: Retailing insights from the tasting room channel"
- Most read: R. Gordon: "Re-thinking and re-tooling the social marketing mix"
- Most cited: D. Stephenson, S. Worthington, R. Russell-Bennett: "The financial services cultural orientation matrix"
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Elsevier Connect Contributor
As Director of Social Media and Content for Global Corporate Relations at Elsevier, Angelina Ward (@angelinaward) leads social business efforts throughout the organization. She has been with Elsevier and our sister companies for eight years. Covering technical, information security, and new media topics, she became skilled in developing engaging communities with industry professionals through social media. She speaks at industry events on social media topics and has been recognized as one of the Top 50 Women in Technology on Twitter who truly "gets" social media and social business.