An experimental study of the relationship between online engagement and advertising effectiveness
Year of publication: |
2009
|
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Authors: | Calder, Bobby J. ; Malthouse, Edward C. ; Schaedel, Ute |
Published in: |
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation. - Thousand Oaks, CA : SAGE Publishing, ISSN 1094-9968, ZDB-ID 1424950-9. - Vol. 23.2009, 4, p. 321-331
|
Subject: | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Messung | Measurement |
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