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How augmented reality affects advertising effectiveness : the mediating effects of curiosity and attention toward the ad
Yang, Shuai; Carlson, Jeffrey R.; Chen, Sixing - In: Journal of retailing and consumer services 54 (2020), pp. 1-11
Persistent link: https://www.econbiz.de/10012238342
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Brand engagement on social media : will firms' social media efforts influence search engine advertising effectiveness?
Yang, Shuai; Lin, Shan; Carlson, Jeffrey R.; Ross, … - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 526-557
Persistent link: https://www.econbiz.de/10011483113
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1 + 1 < 2! : effects of social media engagement and advertising on firm value of tourism and hospitality companies
Yang, Shuai; Liu, Yahui; Wu, Xiaojun - In: Journal of hospitality & tourism research : JHTR ; the … 45 (2021) 8, pp. 1417-1439
Persistent link: https://www.econbiz.de/10012624201
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The effectiveness of contextual competitive targeting in conjunction with promotional incentives
Song, Yiping; Phang, Chee Wei; Yang, Shuai; Luo, Xueming - In: International journal of electronic commerce : IJEC 22 (2018) 3, pp. 349-385
Persistent link: https://www.econbiz.de/10011884539
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Charity ugliness premium : donors' empathy for unattractiveness during the COVID-19 pandemic and implications for charity advertising
Yu, Ziyue; Yang, Shuai; Zheng, Hualu; Chang, Xinyu - In: Journal of consumer behaviour 23 (2024) 3, pp. 1463-1477
Persistent link: https://www.econbiz.de/10014575969
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How pop-ups drive online sales : moderating effects of online promotions
Liu, Yahui; Zheng, Hualu; Yang, Shuai; Wang, Junjie - In: European journal of marketing 57 (2023) 8, pp. 2112-2141
Persistent link: https://www.econbiz.de/10014342205
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Mere copycat? : the effects of human versus human-like virtual influencers on brand endorsement effectiveness : a moderated serial-mediation model
Qi, Zhou; Li, Bin; Li, Huajun; Lei, Yueqiu - In: Journal of retailing and consumer services 76 (2024), pp. 1-15
Persistent link: https://www.econbiz.de/10014460856
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The impact of skippable advertising on advertising avoidance intention in China
Yin, Shimin; Li, Bin; Qi, Zhou - In: Marketing intelligence & planning 41 (2023) 8, pp. 1121-1137
Persistent link: https://www.econbiz.de/10014428927
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Empathy with influencers? : the impact of the sensory advertising experience on user behavioral responses
Li, Bin; Chen, Shuang; Qi, Zhou - In: Journal of retailing and consumer services 72 (2023), pp. 1-12
Persistent link: https://www.econbiz.de/10014253485