Consumer empowerment in interactive advertising and eWOM consequences : The PITRE model
Daniel Belanche, Carlos Flavián and Alfredo Pérez-Rueda
| Year of publication: |
2020
|
|---|---|
| Authors: | Belanche, Daniel ; Flavián Blanco, Carlos ; Pérez-Rueda, Alfredo |
| Published in: |
Journal of marketing communications. - London : Routledge, ISSN 1466-4445, ZDB-ID 2020291-X. - Vol. 26.2020, 1, p. 1-20
|
| Subject: | ad effectiveness | Consumer empowerment | eWOM | skippable advertising | YouTube | Social Web | Social web | Virales Marketing | Viral marketing | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/13527266.2019.1610028 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012203381