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The underlying mechanism of multiscreen effects
Segijn, Claire M.; Voorveld, Hilde; Smit, Edith G. - In: Journal of advertising : official publication of the … 45 (2016) 4, pp. 391-402
Persistent link: https://www.econbiz.de/10011633839
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How related multiscreening could positively affect advertising outcomes
Segijn, Claire M.; Voorveld, Hilde; Smit, Edith G. - In: Journal of advertising : official publication of the … 46 (2017) 4, pp. 455-472
Persistent link: https://www.econbiz.de/10011798703
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A primer on using behavioral data for testing theories in advertising research
Liu-Thompkins, Yuping; Malthouse, Edward C. - In: Journal of advertising : official publication of the … 46 (2017) 1, pp. 213-225
Persistent link: https://www.econbiz.de/10011686526
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Opportunities for and pitfalls of using big data in advertising research
Malthouse, Edward C.; Li, Hairong - In: Journal of advertising : official publication of the … 46 (2017) 2, pp. 227-235
Persistent link: https://www.econbiz.de/10011705748