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Impact of social media advertising on millennials buying behaviour
Arora, Taanika; Kumar, Arvind; Agarwal, Bhawna - In: International journal of intelligent enterprise 7 (2020) 4, pp. 481-500
Persistent link: https://www.econbiz.de/10012512396
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An empirical study on determining the effectiveness of social media advertising : a case on Indian millennials
Arora, Taanika; Agarwal, Bhawna - In: International journal of e-business research : an … 16 (2020) 2, pp. 47-68
Persistent link: https://www.econbiz.de/10012302680
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Empirical study on perceived value and attitude of millennials towards social media advertising : a structural equation modelling approach
Arora, Taanika; Agarwal, Bhawna - In: Vision : the journal of business perspective 23 (2019) 1, pp. 56-69
Persistent link: https://www.econbiz.de/10012161364
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Influencer marketing on social media : how different social media platforms afford influencer-follower relation and drive advertising effectiveness
Lou, Chen; Taylor, Charles Robert; Zhou, Xuan - In: Journal of current issues and research in advertising 44 (2023) 1, pp. 60-87
Persistent link: https://www.econbiz.de/10014234467
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Examining the role of beliefs in predicting values, attitudes and behaviours of Indian millennials towards Facebook advertising : the mediating role of Facebook advertising value
Arora, Taanika - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 162-199
Persistent link: https://www.econbiz.de/10014318188
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Fostering consumer engagement during an omnipresent victim crisis : understanding the role of values in pandemic-themed advertising
Lou, Chen; Zhou, Xuan; Huang, Xun Irene; Qiu, Chen; … - In: International journal of advertising : the review of … 42 (2023) 5, pp. 890-915
Persistent link: https://www.econbiz.de/10014296437
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Social media influencers and followers : theorization of a trans-parasocial relation and explication of its implications for influencer advertising
Lou, Chen - In: Journal of advertising 51 (2022) 1, pp. 4-21
Persistent link: https://www.econbiz.de/10013362230
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A framework for enhancing the influence of Facebook advertising : the key role of personalisation and interactivity
Arora, Taanika - In: International journal of economics and business … 24 (2022) 3, pp. 305-343
Persistent link: https://www.econbiz.de/10014308806
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Examining the beliefs, attitudes, and behavioural responses of Indian millennials towards social media advertisements : a structural equation modelling approach
Arora, Taanika - In: International journal of e-business research : IJEBR ; … 19 (2023) 1, pp. 1-25
Persistent link: https://www.econbiz.de/10015050819