Synergistic, antagonistic, and asymmetric media interactions
Year of publication: |
July-September 2018
|
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Authors: | Kolsarici, Ceren ; Vakratsas, Demetrios |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 47.2018, 3, p. 282-300
|
Subject: | Interaction effect | Cross-media advertising | Multivariate adaptive regression splines | Regressionsanalyse | Regression analysis | Werbewirkung | Advertising effects | Werbung | Advertising | Online-Marketing | Internet marketing | Theorie | Theory | Interaktive Medien | Interactive media |
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