Measuring the impact of creative viral advertising content on hierarchy-of-effects : an application of structural equation modelling
Balpreet Kaur, Rishi Raj Sharma
| Year of publication: |
2022
|
|---|---|
| Authors: | Kaur, Balpreet ; Sharma, Rishi R. |
| Published in: |
International journal of internet marketing and advertising : IJIMA. - Geneva : Inderscience Enterprises Limited, ISSN 1741-8100, ZDB-ID 2145038-9. - Vol. 17.2022, 3/4, p. 353-369
|
| Subject: | viral marketing | viral advertising | ad creativity | structural equation modelling | SEM | hierarchy-of-effects | word-of-mouth | WOM | Marketing | Virales Marketing | Viral marketing | Strukturgleichungsmodell | Structural equation model | Werbung | Advertising | Kreativität | Creativity | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1504/IJIMA.2022.126718 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014318230