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type_genre:"Case study"
~person:"Bertini, Marco"
~person:"Guitart, Ivan A."
~person:"Okazaki, Shintaro"
~subject:"Werbung"
~type_genre:"Aufsatz in Zeitschrift"
~type_genre:"Interview"
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Search: subject_exact:"Internet-Marketing"
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Werbung
Internet marketing
18
Online-Marketing
18
Advertising effects
7
Werbewirkung
7
Advertising
6
Consumer behaviour
6
Konsumentenverhalten
6
Social Web
6
Social web
6
Brand management
4
Fernsehwerbung
4
Markenführung
4
Television advertising
4
Beziehungsmarketing
3
Relationship marketing
3
Viral marketing
3
Virales Marketing
3
Advertising effectiveness
2
Confidence
2
Fernsehen
2
Freizeitwirtschaft
2
Leisure industries
2
Mobile communications
2
Mobilkommunikation
2
Rabatt
2
Rebate
2
Social media
2
Television
2
Vertrauen
2
Ad content
1
Advertising content
1
Advertising elasticity
1
Advertising elasticity and duration
1
Advertising for new products
1
Advertising scheduling
1
Advertising strategy
1
Advertising up
1
Automotive industry
1
Banner advertising
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Case study
Aufsatz in Zeitschrift
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English
6
Author
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Bertini, Marco
Guitart, Ivan A.
Okazaki, Shintaro
Dwivedi, Yogesh Kumar
8
Hudders, Liselot
8
Fogel, Joshua
7
Rozendaal, Esther
7
Sahni, Navdeep S.
7
Sayedi, Amin
7
Bellman, Steven
6
Cho, Chang-Hoan
6
Choi, Yung Kyun
6
Jerath, Kinshuk
6
Kim, Jooyoung
6
Wilbur, Kenneth C.
6
Arora, Taanika
5
Balseiro, Santiago R.
5
Boerman, Sophie C.
5
Dens, Nathalie
5
Fesenmaier, Daniel R.
5
Katona, Zsolt
5
King, Karen Whitehill
5
Pelsmacker, Patrick de
5
Reijmersdal, Eva A. van
5
Stienmetz, Jason L.
5
Bernritter, Stefan F.
4
Bijmolt, Tammo H. A.
4
Campbell, Colin L.
4
Cauberghe, Veroline
4
Chen, Huan
4
Cohen, Justin
4
Danaher, Peter J.
4
De Jans, Steffi
4
Evans, Nathaniel J.
4
Gordon, Brett R.
4
Hartnett, Nicole
4
Hayes, Jameson L.
4
Janssen, Loes
4
Ketelaar, Paul E.
4
Klapper, Daniel
4
Kumar, Subodha
4
Mookerjee, Vijay S.
4
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International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
2
Electronic markets : the international journal on networked business
1
International journal of advertising : the quarterly review of marketing communications
1
Journal of business research : JBR
1
Journal of the Academy of Marketing Science
1
Source
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ECONIS (ZBW)
6
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1
Increasing the effectiveness of display social media ads for startups : the role of different claims and executional characteristics
Hervet, Guillaume
;
Guitart, Ivan A.
- In:
Journal of business research : JBR
153
(
2022
),
pp. 467-478
Persistent link: https://www.econbiz.de/10013534091
Saved in:
2
Competitive advertising strategies for programmatic television
Guitart, Ivan A.
;
Hervet, Guillaume
;
Gelper, Sarah
- In:
Journal of the Academy of Marketing Science
48
(
2020
)
4
,
pp. 753-775
Persistent link: https://www.econbiz.de/10012293333
Saved in:
3
Advertising non-premium products as if they were premium : the impact of advertising up on advertising elasticity and brand equity
Guitart, Ivan A.
;
González, Jorge
;
Stremersch, Stefan
- In:
International journal of research in marketing : IJRM ; …
35
(
2018
)
3
,
pp. 471-489
Persistent link: https://www.econbiz.de/10011943264
Saved in:
4
The impact of contextual television ads on online conversions : an application in the insurance industry
Guitart, Ivan A.
;
Hervet, Guillaume
- In:
International journal of research in marketing : IJRM ; …
34
(
2017
)
2
,
pp. 480-498
Persistent link: https://www.econbiz.de/10011734905
Saved in:
5
Mobile advertising avoidance : exploring the role of ubiquity
Okazaki, Shintaro
;
Molina, Francisco José
;
Hirose, Morikazu
- In:
Electronic markets : the international journal on …
22
(
2012
)
3
,
pp. 169-183
Persistent link: https://www.econbiz.de/10009657247
Saved in:
6
Social influence model and electronic word of mouth : PC versus mobile internet
Okazaki, Shintaro
- In:
International journal of advertising : the quarterly …
28
(
2009
)
3
,
pp. 439-472
Persistent link: https://www.econbiz.de/10003874752
Saved in:
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