Is digital advertising effective under conditions of low attention?
Year of publication: |
2020
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Authors: | Santoso, Irene ; Wright, Malcolm ; Trinh, Giang ; Avis, Mark |
Published in: |
Journal of marketing management : JMM ; journal of the Academy of Marketing. - Abingdon [u.a.] : Routledge, Taylor & Francis Group, ISSN 1472-1376, ZDB-ID 2067949-X. - Vol. 36.2020, 17/18, p. 1707-1730
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Subject: | attention | Digital advertising | familiarity | hedonic/utilitarian choice | Twitter | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Mobile Marketing | Mobile marketing |
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