Consumers' attitude towards social media advertising and their behavioural response : the moderating role of corporate reputation
Year of publication: |
2015
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Authors: | Boateng, Henry ; Okoe, Abednego Feehi |
Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7122, ZDB-ID 2551662-0. - Vol. 9.2015, 4, p. 299-312
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Subject: | Social media advertising | Buyer behaviour | Corporate identity and branding | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Firmenimage | Corporate reputation | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Markenführung | Brand management |
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