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How do observers react to companies' humorous responses to online public complaints?
Béal, Mathieu; Grégoire, Yany - In: Journal of service research 25 (2022) 2, pp. 242-259
Persistent link: https://www.econbiz.de/10013268018
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Does customization impact advertising effectiveness? : an exploratory study of consumer perceptions of advertising in customized online environments
Bright, Laura F.; Daugherty, Terry - In: Journal of marketing communications 18 (2012) 1, pp. 19-37
Persistent link: https://www.econbiz.de/10009508030
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Advertising versus invertising : the influence of social media B2C efforts on consumer attitudes and brand relationships
Bóveda-Lambie, Adriana M.; Hair, Neil - In: Online consumer behavior : theory and research in …, (pp. 209-236). 2012
Persistent link: https://www.econbiz.de/10009567792
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A mixed-method approach to examining brand-consumer interactions driven by social media
Rohm, Andrew; Kaltcheva, Velitchka D.; Milne, George R. - In: Journal of research in interactive marketing : … 7 (2013) 4, pp. 295-311
Persistent link: https://www.econbiz.de/10010222781
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The effects of brand involvement and messaging strategy on user responses
Cho, Su Yeon - In: Journal of promotion management : innovations in … 28 (2022) 1, pp. 42-59
Persistent link: https://www.econbiz.de/10012801955
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The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing
Oliveira, João S.; Ifie, Kemefasu; Sykora, Martin; … - In: Journal of business research : JBR 140 (2022), pp. 49-61
Persistent link: https://www.econbiz.de/10013040651
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The influence of consumer-brand relationship on the personalized advertising privacy calculus in social media
Hayes, Jameson L.; Brinson, Nancy H.; Bott, Gregory J.; … - In: Journal of interactive marketing : a quarterly … 55 (2021), pp. 16-30
Persistent link: https://www.econbiz.de/10013041306
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The impact of social media advertising on purchase intention : the mediation role of consumer brand engagement
Weeraporn Supotthamjaree; Preeda Srinaruewan - In: International journal of internet marketing and … 15 (2021) 5/6, pp. 498-526
Persistent link: https://www.econbiz.de/10012670713
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Impact of social media influencers on customer engagement and brand perception
Jaitly, Rahul Chander; Gautam, Omvir - In: International journal of internet marketing and … 15 (2021) 2, pp. 220-242
Persistent link: https://www.econbiz.de/10012512752