Brand humour advertisements on a social network platform and their impact on online consumer engagement : the case of Instagram
Year of publication: |
2021
|
---|---|
Authors: | Akbar, Tooba Ali ; El-Gohary, Hatem |
Published in: |
Handbook of research on IoT, digital transformation, and the future of global marketing. - Hershey, PA, USA : Business Science Reference, ISBN 978-1-7998-7192-7. - 2021, p. 212-236
|
Subject: | Online-Marketing | Internet marketing | Humor | Soziales Netzwerk | Social network | Social Web | Social web |
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