Search Results - subject:"advertising"

Influencer marketing : explaining the effects of influencer self-presentation strategies on brand responses through source credibility

Reijmersdal, Eva A. van; Walet, Marieke; Andrea … - In: Marketing intelligence & planning 42 (2024) 7, pp. 1214-1233

Persistent link: https://www.econbiz.de/10015056975

Out-of-home advertising : a bibliometric review

Wilson, Rick T. - In: International journal of advertising : the review of … 43 (2024) 2, pp. 286-320

Persistent link: https://www.econbiz.de/10014550812

The Attention Economy : A Category Blueprint

Nelson-Field, Karen - 2024

SOV model, which relates market share to advertising spend, has been a fundamental principle in media planning, but its … Blueprint, takes an in-depth look into the dynamic world of marketing and advertising, unveiling the pivotal role that human … professionals seeking to understand the evolving landscape of advertising. It offers a blueprint for change and foresight into the …

Persistent link: https://www.econbiz.de/10015081251

Does digital influencer endorsement contribute to building consumers' attitude toward digital advertising during COVID-19 pandemic? : mediating role of brand attitude

Panggati, Ignatius Enda; Sasmoko; Simatupang, Boto; Sri … - In: Cogent business & management 10 (2023) 2, pp. 1-16

activities. One of the popular advertising media among digital natives during the COVID-19 pandemic is digital influencers …. Brands and marketers should use digital advertising and digital influencer in their digital advertising strategy to adapt to … consumer behaviour changes during the COVID-19 pandemic. This study fills the gap in the advertising literature by proposing …

Persistent link: https://www.econbiz.de/10014504754

Consumption desire among children (from 7 to 11) : role of the exposure to social media advertisements and product familiarity

Methlouthi, Kawther; Nefzi, Ayoub - In: Cogent business & management 10 (2023) 3, pp. 1-16

This paper aims to investigate the origins and outcomes of consumer desires in children, with a specific focus on the role of individual attributes (such as age, gender, and susceptibility to peer influence), desire traits (including content and intensity), exposure to social media ads, and...

Persistent link: https://www.econbiz.de/10014506335

Consumers' behavioural responses to price promotions of organic products : an introspective pre-study and an online field experiment

Isojärvi, Jyrki; Aspara, Jaakko - In: European journal of marketing 57 (2023) 7, pp. 1804-1825

Persistent link: https://www.econbiz.de/10014342168

Exploring attitudes towards digital advertisements on social networks : the case study of the Nišava and Pčinja districts

Stojanović, Miloš; Miljković, Ivana Božić; Mitić, … - In: Bizinfo (Blace) : časopis iz oblasti ekonomije … 14 (2023) 2, pp. 1-9

Persistent link: https://www.econbiz.de/10014634622

Twenty years of research on gamified advertising : a systematic overview of theories and variables

Berlo, Zeph M. C. van; Reijmersdal, Eva A. van; … - In: International journal of advertising : the review of … 42 (2023) 1, pp. 171-180

Persistent link: https://www.econbiz.de/10014233943

Is VR always better for destination marketing? : comparing different media and styles

Griffin, Tom; Guttentag, Daniel; Lee, Seung Hwan Mark; … - In: Journal of vacation marketing 29 (2023) 1, pp. 119-140

Persistent link: https://www.econbiz.de/10014246955

Online advertising and real estate sales : evidence from the housing market

Zhang, Xiuzhi; Zhang, Ying; Lin, Zhijie - In: Electronic commerce research 23 (2023) 1, pp. 605-622

Persistent link: https://www.econbiz.de/10014251734