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Millennial and generation Z digital marketing communication and advertising effectiveness : a qualitative exploration

Munsch, Alison - In: Journal of global scholars of marketing science : … 31 (2021) 1, pp. 10-29

Persistent link: https://www.econbiz.de/10012423197

Listen to this : why consumer behavior researchers should care about listening

Itzchakov, Guy; Wheeler, S. Christian - In: Consumer psychology review 7 (2024) 1, pp. 40-57

Persistent link: https://www.econbiz.de/10014505993

The application of neuromarketing tools in communication research : a comprehensive review of trends

Casado-Aranda, Luis-Alberto; Sánchez-Fernández, Juan; … - In: Psychology & marketing 40 (2023) 9, pp. 1737-1756

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The influence of personal brand communication on consumers

Kromalcas, Saulius; Kraujalienė, Lidija; Ževžikovas, … - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 25 (2024) 1, pp. 95-107

The idea of this research is to combine the influence of personal brand with business needs. This article is a personal brand's analysis on how personal brand influences consumer interest in products/services. An experiment is carried out on the content viewed by consumers using eye-tracking...

Persistent link: https://www.econbiz.de/10014636262