Effects of traditional advertising and social messages on brand-building metrics and customer acquisition
Year of publication: |
September 2017
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Authors: | Vries, Lisette de ; Gensler, Sonja ; Leeflang, Peter |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 81.2017, 5, p. 1-15
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Subject: | traditional advertising | social media | brand building | customer acquisition | vector autoregressive modeling | Social Web | Social web | Werbewirkung | Advertising effects | Markenführung | Brand management | Online-Marketing | Internet marketing | Kundengewinnung | Customer acquisition | Beziehungsmarketing | Relationship marketing | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour |
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