Customer engagement and advertising effectiveness : a moderated mediating analysis
Anubha and Samik Shome
Year of publication: |
2021
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Authors: | Anubha ; Shome, Samik |
Published in: |
Journal of internet commerce. - Philadelphia, PA : Routledge, Taylor & Francis Group, ISSN 1533-287X, ZDB-ID 2112885-6. - Vol. 20.2021, 4, p. 409-449
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Subject: | Customer engagement | generation Y | moderated mediation | PROCESS macro | YouTube advertising | Konsumentenverhalten | Consumer behaviour | Beziehungsmarketing | Relationship marketing | Werbung | Advertising | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Kundenintegration | Customer integration | Mediation |
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