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~accessRights:"restricted"
~isPartOf:"Journal of advertising research"
~isPartOf:"The journal of brand management : an international journal"
~person:"Ajitha, Soundararaj"
~person:"Flecha Ortiz, Jose A."
~subject:"Advertising effects"
~subject:"Customer satisfaction"
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Journal of advertising research
The journal of brand management : an international journal
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Don't make ads, make TikTok's : media and brand engagement through Gen Z's use of TikTok and its significance in purchase intent
Flecha Ortiz, Jose A.
;
Santos Corrada, María De Los M.
; …
- In:
The journal of brand management : an international journal
30
(
2023
)
6
,
pp. 535-549
Persistent link: https://www.econbiz.de/10014447397
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2
Storytelling in advertisements : understanding the effect of humor and drama on the attitude toward brands
Kasilingam, Dharun
;
Ajitha, Soundararaj
- In:
The journal of brand management : an international journal
29
(
2022
)
4
,
pp. 341-362
Persistent link: https://www.econbiz.de/10013270437
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