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Consumer empowerment in interactive advertising and eWOM consequences : The PITRE model
Belanche, Daniel; Flavián Blanco, Carlos; … - In: Journal of marketing communications 26 (2020) 1, pp. 1-20
Persistent link: https://www.econbiz.de/10012203381
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The blog and the bountiful : exploring the effects of disguised product placement on blogs that are revealed by a third party
Colliander, Jonas; Erlandsson, Susanna - In: Journal of marketing communications 21 (2015) 2, pp. 110-124
Persistent link: https://www.econbiz.de/10011302877
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Marketing mobile payment to baby boomers during COVID-19 pandemic : the role of emotional appeal, advertising creativity and perceived value
Wisker, Zazli Lily - In: Journal of marketing communications 29 (2023) 6, pp. 535-557
Persistent link: https://www.econbiz.de/10014454794
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How legitimate are corporate social advocacy campaigns? : An examination of the role of legitimacy in stakeholder perceptions of CSA
Zhang, Xiaochen Angela; Borden, Jonathan - In: Journal of marketing communications 30 (2024) 1, pp. 123-147
Persistent link: https://www.econbiz.de/10014529286
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Rivalries and sponsor affiliation : examining the effects of social identity and argument strength on responses to sponsorship-related advertising messages
Bee, Colleen; Dalakas, Vassilis - In: Journal of marketing communications 21 (2015) 6, pp. 408-424
Persistent link: https://www.econbiz.de/10011518848
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Unintended effects of incentivizing consumers to recommend a favorite brand
Anghelcev, George - In: Journal of marketing communications 21 (2015) 3, pp. 210-223
Persistent link: https://www.econbiz.de/10011376491
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Why we watch others' responses to online advertising - investigating users' motivations for viewing user-generated content in the context of online advertising
Knoll, Johannes; Proksch, Ramona - In: Journal of marketing communications 23 (2017) 4, pp. 400-412
Persistent link: https://www.econbiz.de/10011743990
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The effects of social media on brand attitude and WOM during a brand crisis : evidences from the Barilla case
Pace, Stefano; Balboni, Bernardo; Gistri, Giacomo - In: Journal of marketing communications 23 (2017) 2, pp. 135-148
Persistent link: https://www.econbiz.de/10011706457
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Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions
Pentina, Iryna; Bailey, Ainsworth Anthony; Zhang, Lixuan - In: Journal of marketing communications 24 (2018) 2, pp. 125-145
Persistent link: https://www.econbiz.de/10011852934
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Does sex sell? : Examining the effect of sex appeals in social media ads on engagement with the ad and actual purchase
Stewart, Kristin; Dalakas, Vassilis; Eells, Danielle - In: Journal of marketing communications 29 (2023) 7, pp. 701-714
Persistent link: https://www.econbiz.de/10014414324