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Ye, Lan; Cheong, Yunjae - In: Corporate Communications: An International Journal 22 (2017) 4, pp. 440-454

Purpose The purpose of this paper is to assess the role of Facebook in organizational reputation management by analyzing how efficiently the most reputable companies in the USA use Facebook. Design/methodology/approach This study analyzed 22 companies’ efficiency in using Facebook in...

Persistent link: https://www.econbiz.de/10014692073

An assessment of direct-to-consumer (DTC) pharmaceutical advertising spending

Cheong, Yunjae; Kim, Kihan - In: International journal of advertising : the quarterly … 33 (2014) 1, pp. 91-112

Persistent link: https://www.econbiz.de/10010256885

Advertising spending efficiency among top US advertisers from 1985 to 2012 : overspending or smart managing?

Cheong, Yunjae; De Gregorio, Federico; Kim, Kihan - In: Journal of advertising : official publication of the … 43 (2014) 4, pp. 344-358

Persistent link: https://www.econbiz.de/10010469997

Measuring the advertising efficiency of the top US sports advertisers

Brown, Natalie; Cheong, Yunjae - In: Journal of global scholars of marketing science : … 23 (2013) 1, pp. 23-40

Persistent link: https://www.econbiz.de/10010406130