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Examining the deferred effects of gaming platform and game speed of advergames on memory, attitude, and purchase intention
Ghosh, Tathagata; Sreejesh, S.; Dwivedi, Yogesh Kumar - In: Journal of interactive marketing : a quarterly … 55 (2021), pp. 52-66
Persistent link: https://www.econbiz.de/10013041309
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The congruent and comparative impacts of weather on consumer reviews : evidence from an online forum and experiment
Ma, Judy; Huang, Dongling; Wang, Yu - In: International journal of internet marketing and … 15 (2021) 1, pp. 54-83
Persistent link: https://www.econbiz.de/10012512690
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The effect of media multitasking on ad memory : the moderating role of program-induced engagement and brand familiarity
Bang, Hye Jin; King, Karen Whitehill - In: International journal of advertising : the review of … 40 (2021) 7, pp. 994-1023
Persistent link: https://www.econbiz.de/10012650616
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Corporate social and environmental responsibility advertising : advertising effectiveness as a function of viewing context
Pyle, Emily; Furnham, Adrian; McClelland, Alastair - In: The journal of brand management : an international journal 29 (2022) 3, pp. 301-310
Persistent link: https://www.econbiz.de/10013270433
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How advertising avoidance affects visual attention and memory of advertisements
Onișor, Lucian-Florin; Ioniță, Daniela - In: Journal of business economics and management 22 (2021) 3, pp. 656-674
reading, users look more at advertisements that increase the memory of the ads. Regardless of the task performed, the …
Persistent link: https://www.econbiz.de/10012506274
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Brand crises in the digital age : the short- and long-term effects of social media firestorms on consumers and brands
Hansen, Nele; Kupfer, Ann-Kristin; Hennig-Thurau, Thorsten - In: International journal of research in marketing : IJRM ; … 35 (2018) 4, pp. 557-574
Persistent link: https://www.econbiz.de/10011956595
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Addressable TV advertising enhances advertising effectiveness
Gumilevskaya, Sofia; Richardson, Daniel C.; Diab, Habiba; … - In: Organizations and markets in emerging economies 14 (2023) 2/28, pp. 386-411
-report liking, attention, and memory for an advertisement) was affected by addressability and the screen size on which the content … was viewed. Using a limited capacity model of information processing and the elaboration likelihood model as its …
Persistent link: https://www.econbiz.de/10014534831
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Pandemic pains to Instagram gains! : COVID-19 perceptions effects on behaviours towards fashion brands on Instagram in Sub-Saharan Africa : tech-native vs non-native generations
Mahmoud, Ali B.; Ball, Joan P.; Rubin, Daniel; Fuxman, … - In: Journal of marketing communications 28 (2022) 8, pp. 864-888
Persistent link: https://www.econbiz.de/10013493048
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Consumer responses to parodic ads
Roehm, Michelle L.; Roehm, Harper A. - In: Journal of consumer psychology : JCP : the official … 24 (2014) 1, pp. 18-33
Persistent link: https://www.econbiz.de/10010359885
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A cross-national study of the influence of individualism and collectivism on liking brand pages
Muk, Alexander; Chung, Christina; Kim, Jonghoon - In: Journal of international consumer marketing 26 (2014) 2, pp. 122-137
Persistent link: https://www.econbiz.de/10010359893