Mirkó Gáti
Biographic Data
| ID | 6792241 |
|---|---|
| NAME | Mirkó Gáti |
| GIVEN NAMES | Mirkó |
| FAMILY NAME | Gáti |
| SIGNATURE | GATI M |
| AFFILIATIONS | Corvinus University of Budapest |
| ORCID | 0000-0001-5879-6353 |
| VERIFIED | Yes |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 4 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2019 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 0 |
Innovation leads to results
This study examines how perceived organisational innovativeness and perceived organisational digitalisation influence innovative salesperson behaviour and customer relationship performance. Building on boundaryspanning theory, relationship marketing, and task–technology fit, it tests an integrated model in which organisational innovativeness shapes both the perceived digital environment and frontline innovative behaviour, which in turn affect rel…
Self-Disclosure Enhances the Mitigating Role of Parasocial Relationships in Influencer-Brand Incongruence
Parasocial relationships represent a key mechanism in influencer marketing success. Beyond their direct positive effects on persuasion outcomes, they may mitigate potential negative effects, such as incongruence between the influencer and the advertised brand. Yet prior findings are somewhat unclear regarding the conditions under which parasocial relationships exert this mitigating role. This study examined the moderating effect of self-disclosur…
Understanding the societal and business perspectives of online trust literacy in the context of digitalization
The spread of digital culture is one of the biggest reprogramming of humanity, radically transforming our economic, social, and cultural models. One of the keys to success of this transformation, and to preventing the spread of digital divides, is the development of a variety of literacies. These literacies describe the success of society and business to thrive in the digital space. In this article, we introduce a new concept of action literacy (…
Publicity in mobile and social media
The twenty-first century brought with it the proliferation of new media. We carry mobile devices and smartphones with us nearly everywhere we go. Constantly hooked up to the world by these tools, the bigger question is why we are sometimes not available. Our personal networks have partly migrated to online social networks, and new networks now penetrate our everyday lives in the digital sphere. In this online survey research, the authors searched…
No prominent works on this page.
Publicity in mobile and social media
The twenty-first century brought with it the proliferation of new media. We carry mobile devices and smartphones with us nearly everywhere we go. Constantly hooked up to the world by these tools, the bigger question is why we are sometimes not available. Our personal networks have partly migrated to online social networks, and new networks now penetrate our everyday lives in the digital sphere. In this online survey research, the authors searched…
Understanding the societal and business perspectives of online trust literacy in the context of digitalization
The spread of digital culture is one of the biggest reprogramming of humanity, radically transforming our economic, social, and cultural models. One of the keys to success of this transformation, and to preventing the spread of digital divides, is the development of a variety of literacies. These literacies describe the success of society and business to thrive in the digital space. In this article, we introduce a new concept of action literacy (…
Innovation leads to results
This study examines how perceived organisational innovativeness and perceived organisational digitalisation influence innovative salesperson behaviour and customer relationship performance. Building on boundaryspanning theory, relationship marketing, and task–technology fit, it tests an integrated model in which organisational innovativeness shapes both the perceived digital environment and frontline innovative behaviour, which in turn affect rel…
Self-Disclosure Enhances the Mitigating Role of Parasocial Relationships in Influencer-Brand Incongruence
Parasocial relationships represent a key mechanism in influencer marketing success. Beyond their direct positive effects on persuasion outcomes, they may mitigate potential negative effects, such as incongruence between the influencer and the advertised brand. Yet prior findings are somewhat unclear regarding the conditions under which parasocial relationships exert this mitigating role. This study examined the moderating effect of self-disclosur…
Digital Marketing and Social Media (3 works) · Computer Science (2 works) · Social media (2 works) · Sociology (2 works) · Technology Adoption and User Behaviour (2 works) · World Wide Web (2 works) · Action (physics (1 work) · Action research (1 work) · Advertising (1 work) · Ambiguity (1 work)