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Leveraging online selling through social media influencers

Shuqair, Saleh; Filieri, Raffaele; Viglia, Giampaolo; … - In: Journal of business research : JBR 171 (2024), pp. 1-10

Persistent link: https://www.econbiz.de/10014536195

Decoding Digital Consumer Behavior : Bridging Theory and Practice

Pellegrino, Alfonso - 2024

Evolution of Marketing -- Digital Marketing: Overview and Evolutions -- Consumer Perceptions. How Digital Marketing has … Changed Consumer Perceptions -- Digital Consumption and Risks -- Consumer Expectations in the Digital Environment -- Memory … on consumer perceptions and expectations in a digital context is particularly relevant, as it delves into the …

Persistent link: https://www.econbiz.de/10014544836

Consumer engagement through corporate social responsibility communication on social media : evidence from Facebook and Instagram Bank Accounts

Macca, Luca Simone; Ballerini, Jacopo; Santoro, Gabriele; … - In: Journal of business research : JBR 172 (2024), pp. 1-17

Persistent link: https://www.econbiz.de/10014547405

Addressable TV advertising enhances advertising effectiveness

Gumilevskaya, Sofia; Devlin, Joseph; Richardson, Daniel; … - In: Organizations and markets in emerging economies 14 (2023) 2/28, pp. 386-411

As TV consumption evolves from traditional linear programming to more on-demand viewing, advertising is also changing, seeking to tailor content to best match the interests of viewers. Addressable advertising is an interactive form of advertising that combines online data personalization with...

Persistent link: https://www.econbiz.de/10014534831

"You Will:" a macroeconomic analysis of digital advertising

Greenwood, Jeremy; Ma, Yueyuan; Yorukoglu, Mehmet - 2024 - 2nd revision

Persistent link: https://www.econbiz.de/10014535133

Does complementary role matter? : an empirical study on paid search and social ads on purchase

Li, Zongwei; Tian, Xu; Chen, Jianing; Ren, Lingling; … - In: South African journal of business management 54 (2023) 1, pp. 1-11

Purpose: Online integrated marketing is arousing extensive attention from industry and academia, whereas no uniform conclusion on the effectiveness of integrated versus single marketing has been reached thus far. Accordingly, the integrated marketing effectiveness of paid search advertising and...

Persistent link: https://www.econbiz.de/10014535948