The impact of informational and emotional television ad content on online search and sales
Year of publication: |
2021
|
---|---|
Authors: | Guitart, Ivan A. ; Stremersch, Stefan |
Published in: |
Journal of marketing research. - Thousand Oaks, CA : Sage Publishing, ISSN 1547-7193, ZDB-ID 2066604-4. - Vol. 58.2021, 2, p. 299-320
|
Subject: | advertising content | advertising effectiveness | automotive industry | online search | purchase funnel | television advertising | Fernsehwerbung | Television advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Kfz-Industrie | Automotive industry | Emotion | Suchmaschine | Search engine |
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