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~person:"Dwivedi, Yogesh Kumar"
~subject:"Advertising"
~subject:"Social web"
~type:"article"
~type_genre:"Article in journal"
~type_genre:"Festschrift"
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Dwivedi, Yogesh Kumar
Loureiro, Sandra Maria Correia
14
Rita, Paulo
10
Ko, Eunju
9
Kunkel, Thilo
9
Dens, Nathalie
8
Gierl, Heribert
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Asia Pacific journal of marketing and logistics
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1
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The journal of product & brand management
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How does involvement build loyalty towards music-streaming platforms? : a multi-analytical SEM-ANN technique
Theadora, Clarissa
;
Amelia, Maria Veronica
;
Tan, Garry …
- In:
The journal of product & brand management
32
(
2023
)
4
,
pp. 645-660
Persistent link: https://www.econbiz.de/10014281363
Saved in:
2
Brands in a game or a game for brands? : comparing the persuasive effectiveness of in-game advertising and advergames
Ghosh, Tathagata
;
Sreejesh, S.
;
Dwivedi, Yogesh Kumar
- In:
Psychology & marketing
39
(
2022
)
12
,
pp. 2328-2348
Persistent link: https://www.econbiz.de/10013465194
Saved in:
3
Brands are calling your AVATAR in Metaverse : a study to explore XR-based gamification marketing activities & consumer-based brand equity in virtual world
Arya, Vikas
;
Sambyal, Rachita
;
Sharma, Anshuman
; …
- In:
Journal of consumer behaviour
23
(
2024
)
2
,
pp. 556-585
Persistent link: https://www.econbiz.de/10014507379
Saved in:
4
Social media marketing in the digital age : empower consumers to win big?
Moedeen, Sajjaad
;
Eugene Cheng-xi Aw
;
Alryalat, …
- In:
Asia Pacific journal of marketing and logistics
36
(
2024
)
1
,
pp. 66-84
Persistent link: https://www.econbiz.de/10014486662
Saved in:
5
Moving beyond the content : the role of contextual cues in the effectiveness of gamification of advertising
Sreejesh, S.
;
Ghosh, Tathagata
;
Dwivedi, Yogesh Kumar
- In:
Journal of business research : JBR
132
(
2021
),
pp. 88-101
Persistent link: https://www.econbiz.de/10012581567
Saved in:
6
The effect of telepresence, social presence and involvement on consumer brand engagement : an empirical study of non-profit organizations
Algharabat, Raed
;
Rana, Nripendra P.
;
Dwivedi, Yogesh Kumar
- In:
Journal of retailing and consumer services
40
(
2018
),
pp. 139-149
Persistent link: https://www.econbiz.de/10011801885
Saved in:
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