Measuring the impact of product placement with brand-related social media conversations and website traffic
Beth L. Fossen, David A. Schweidel
| Year of publication: |
2019
|
|---|---|
| Authors: | Fossen, Beth L. ; Schweidel, David A. |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 38.2019, 3, p. 481-499
|
| Subject: | product placement | branded entertainment | social media | brand strategy | Social Web | Social web | Product Placement | Product placement | Markenführung | Brand management | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Website | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2018.1147 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012038422