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Consumer behaviour in the context of SMS-based marketing
Shareef, Mahmud Akhter; Dwivedi, Yogesh Kumar; Rana, … - In: The marketing review 15 (2015) 2, pp. 135-160
Persistent link: https://www.econbiz.de/10011504703
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Advertisements on Facebook : identifying the persuasive elements in the development of positive attitudes in consumers
Shareef, Mahmud Akhter; Mukerji, Bhasker; Alryalat, … - In: Journal of retailing and consumer services 43 (2018), pp. 258-268
Persistent link: https://www.econbiz.de/10011883212
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Moving beyond the content : the role of contextual cues in the effectiveness of gamification of advertising
Sreejesh, S.; Ghosh, Tathagata; Dwivedi, Yogesh Kumar - In: Journal of business research : JBR 132 (2021), pp. 88-101
Persistent link: https://www.econbiz.de/10012581567
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Examining the deferred effects of gaming platform and game speed of advergames on memory, attitude, and purchase intention
Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh Kumar - In: Journal of interactive marketing : a quarterly … 55 (2021), pp. 52-66
Persistent link: https://www.econbiz.de/10013041309
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Brand logos versus brand names : a comparison of the memory effects of textual and pictorial brand elements placed in computer games
Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh Kumar - In: Journal of business research : JBR 147 (2022), pp. 222-235
Persistent link: https://www.econbiz.de/10013271486
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Revisiting TAM2 in behavioral targeting advertising : a deep learning-based dual-stage SEM-ANN analysis
Wang, Guoqiang; Tan, Garry Wei-Han; Yuan, Yunpeng; Ooi, … - In: Technological forecasting & social change : an … 175 (2022), pp. 1-15
Persistent link: https://www.econbiz.de/10013332738
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Social media marketing : comparative effect of advertisement sources
Shareef, Mahmud Akhter; Mukerji, Bhasker; Dwivedi, … - In: Journal of retailing and consumer services 46 (2019), pp. 58-69
Persistent link: https://www.econbiz.de/10011980784
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Effectiveness of B2B social media marketing : the effect of message source and message content on social media engagement
Balaji, M. S.; Behl, Abhishek; Jain, Kokil; Baabdullah, … - In: Industrial marketing management : the international … 113 (2023), pp. 243-257
Persistent link: https://www.econbiz.de/10014433601
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Brands in a game or a game for brands? : comparing the persuasive effectiveness of in-game advertising and advergames
Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh Kumar - In: Psychology & marketing 39 (2022) 12, pp. 2328-2348
Persistent link: https://www.econbiz.de/10013465194
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Consumer adoption of internet banking in Jordan : examining the role of hedonic motivation, habit, self-efficacy and trust
Alalwan, Ali A.; Dwivedi, Yogesh Kumar; Rana, Nripendra P. - In: Journal of financial services marketing : JFSM 20 (2015) 2, pp. 145-157
Persistent link: https://www.econbiz.de/10011480255