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How valence, volume and variance of online reviews influence brand attitudes
Zablocki, Agnieszka; Schlegelmilch, Bodo B.; Houston, … - In: AMS review : official publication of the Academy of … 9 (2019) 1/2, pp. 61-77
Persistent link: https://www.econbiz.de/10012113569
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Suspicious online product reviews : an empirical analysis of brand and product characteristics using Amazon data
Ko, Eunhee Emily; Bowman, Douglas - In: International journal of research in marketing : IJRM ; … 40 (2023) 4, pp. 898-911
Persistent link: https://www.econbiz.de/10014451312
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UGC attributes and effects : implication for luxury brand advertising
Yu, Jihye; Ko, Eunju - In: International journal of advertising : the review of … 40 (2021) 6, pp. 945-967
Persistent link: https://www.econbiz.de/10012623909
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Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Pauwels, Koen; Aksehirli, Zeynep; Lackman, Andrew - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 639-655
Persistent link: https://www.econbiz.de/10011597014
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Can your advertising really buy earned impressions? : the effect of brand advertising on word of mouth
Lovett, Mitchell J.; Peres, Renana; Xu, Linli - In: Quantitative marketing and economics : QME 17 (2019) 3, pp. 215-255
Persistent link: https://www.econbiz.de/10012098687
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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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When is brand content shared on Facebook? : a field study on online Word-of-Mouth
Haikel-Elsabeh, Marie; Zhao, Zhenzhen; Ivens, Björn Sven; … - In: International journal of market research 61 (2019) 3, pp. 287-301
Persistent link: https://www.econbiz.de/10012172208
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Investigating the impact of television advertising and eWOM on brand equity creation
Ruzzier, Maja Konečnik; Petek, Nusa - In: Market : review for marketing theory and practice 34 (2022) 2, pp. 127-143
Persistent link: https://www.econbiz.de/10013535721
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Cultivating consumer-brand relationship in social media : the role of consumer willingness to engage
Chan, Terri H. - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 1-19
Persistent link: https://www.econbiz.de/10014318178
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A simplified mobile advertising model to study advertising spreading through personal social networks and branded apps
Garcia-Davalos, Alexander; Garcia-Duque, Jorge - In: Journal of promotion management : innovations in … 29 (2023) 8, pp. 1104-1137
Persistent link: https://www.econbiz.de/10014369753