Integrating Marketing Communications: New Findings, New Lessons, and New Ideas

By R. Batra, Kevin Lane Keller. 2016

563 citations recorded by the source corpus.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/41739a9998c21cd4442152d7dc32c00a38c28764

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Citations in the corpus

Customer experience challenges: bringing together digital, physical and social realms (2018, unknown): “New communication models –which combine “bottom up” and “top down” communications – can be helpful in this respect (Batra and Keller, 2016; Lamberton and Stephen, 2016).”
Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases (2020, methodology): “Thus, we employ new angles to study information channel choices related to online purchases and extend the H/U literature by testing its predictions in the customer journey context (Batra and Keller 2016).”
The Desirability of CSR Communication versus Greenhushing in the Hospitality Industry: The Customers’ Perspective (2020, background): “Moreover, besides the initial necessary awareness or attention to issues desired by any marketing or corporate communication (Batra and Keller 2016), a spill-over effect could occur in that the “good” behavior of companies could directly spill over to guests, triggering a similar “good” attitude or…”
Digital marketing: A framework, review and research agenda (2017, unknown): “Batra and Keller (2016) have provided an overview of these synergies in the context of brand communications.”
Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities (2019, background): “We predict that such cross-message sequencing should mitigate the virality of negative eWOM to a broad customer audience (Batra and Keller 2016): H6: Consecutive firm responses with varying rather than repeated (a) empathic intensity and (b) explanatory intensity are better suited to mitigating…”
Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages (2019, background): “In marketing communications, the way messages build on one another can determine their success in terms of persuading consumers, building brand equity, or driving sales (Batra and Keller 2016).”