Sarah DiffleyAtlantic Technological University (Letterkenny Institute of Technology) · Business
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Citations since 2016
6 Research Items
In today's rapidly developing digital landscape, driven by the innovation of Industry 4.0, an increasingly powerful Generation Z (Gen Z) consumer has emerged. Gen Z has surpassed Millennials as the largest generational cohort presenting a considerable opportunity for marketers. The research problem focuses on profiling Gen Z their developing consum...
Purpose Despite the rapid growth of social networking sites (SNSs), research demonstrating the marketing application of these technologies is lacking. Consequently, this paper aims to explore the impact of SNSs on hotel marketing activities. Design/methodology/approach An exploratory study was used. Adopting a key informant approach, in-depth inte...
Purpose The purpose of this paper is to develop and test a model examining the key factors that emerge from the social customer relationship management (CRM) process. Specifically, this study aims to address the chain-of-effects that occurs as a result of the social CRM process, leading to superior levels of hotel performance. Design/methodology/a...
The manner in which organisations finance ventures and borrow loans is changing. In light of the need to find finance for seed and early stage ventures, alternative finance channels have emerged. One such channel is crowdfunding. Crowdfunding is an internet based method of fundraising whereby a group of individuals contribute monies to projects on...
Informed by the resource-based view, this study draws on customer relationship management (CRM) and value co-creation literature to develop a framework examining the impact of social networking sites on processes to manage customer relationships. Facilitating the depth and networked interactions necessary to truly engage customers, social networkin...
The aims of this project are to explore the interaction preferences of Generation Z, and to uncover the impact of these new communication demands on marketing communications strategies