Skip to Main Content

MKT 4350: Digital Marketing

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


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.

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