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Search: subject:"owned media"
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Social Web
5
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5
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4
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4
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4
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4
owned media
4
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3
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3
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3
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3
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3
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2
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2
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social engagement
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1
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ECONIS (ZBW)
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Hi, I'm taking over this account! : leveraging social media takeovers in fostering consumer-brand relationships
Penttinen, Valeria
- In:
Journal of business research : JBR
165
(
2023
),
pp. 1-12
Persistent link: https://www.econbiz.de/10014331850
Saved in:
2
"Essays on the role of content in digital marketing communications"
Sander, Verena
-
2019
model, scale development, field experiment, paid media,
owned
media
, earned media. …
Persistent link: https://www.econbiz.de/10012110455
Saved in:
3
Cross-media consumption : insights from Super Bowl advertising
Bharadwaj, Neeraj
;
Ballings, Michel
;
Naik, Prasad A.
- In:
Journal of interactive marketing : a quarterly …
50
(
2020
),
pp. 17-31
Persistent link: https://www.econbiz.de/10012288960
Saved in:
4
In pursuit of an effective B2B digital marketing strategy in an emerging market
Vieira, Valter Afonso
;
Almeida, Marcos Inácio Severo de
; …
- In:
Journal of the Academy of Marketing Science
47
(
2019
)
6
,
pp. 1085-1108
Persistent link: https://www.econbiz.de/10012153439
Saved in:
5
How synergy effects of paid and digital
owned
media
influence brand sales : considerations for marketers when balancing media spend
Jayson, Rob
;
Block, Martin P.
;
Chen, Yingying
- In:
Journal of advertising research
58
(
2018
)
1
,
pp. 77-89
Persistent link: https://www.econbiz.de/10011875521
Saved in:
6
The role of paid, earned, and
owned
media
in building entertainment brands : reminding, informing, and enhancing enjoyment
Lovett, Mitchell J.
;
Staelin, Richard
- In:
Marketing science : the marketing journal of the …
35
(
2016
)
1
,
pp. 142-157
Persistent link: https://www.econbiz.de/10011437765
Saved in:
7
Content Marketing
Berger, Benedikt
;
Staffler, Johanna
;
Hess, Thomas
- In:
Medienwirtschaft : MW ; Perspektiven der digitalen …
12
(
2016
)
1
,
pp. 48-52
Persistent link: https://www.econbiz.de/10011641768
Saved in:
8
The role of paid and earned media in building entertainment brands : reminding, informing, and enhancing enjoyment
Lovett, Mitchell
;
Staelin, Richard
-
2012
We study the role of social engagement and advertising in building entertainment brands. We develop a structural model of viewing behaviors and apply the model to a data set on a new television program that contains both revealed preferences and self-reported preferences and expectations. We use...
Persistent link: https://www.econbiz.de/10009699396
Saved in:
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