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"Are we all in this together?" : brand opportunism in COVID-19 cause related marketing and the moderating role of consumer skepticism

Yang, Jing; Mundel, Juan - In: Journal of promotion management : innovations in … 27 (2021) 6, pp. 877-899

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Social buying metanetwork modelling and analysis

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Supply disruption management under consumer panic buying and social learning effects

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The impact of information processing styles and persuasive appeals on consumers' engagement intention toward social media video ads

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Why online consumers have the urge to buy impulsively : roles of serendipity, trust and flow experience

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Can brand sponsorship increase download intention for mHealth apps? : the role of issue relevance, brand involvement, and perceived app quality

Yang, Jing; Kanthawala, Shaheen; Joo, Eunsin; Kononova, … - In: Journal of promotion management : innovations in … 28 (2022) 6, pp. 869-892

Given the ubiquity of mobile health apps, marketers are increasingly using this technology as a popular promotional strategy. The current study investigates the roles of health issue relevance, brand involvement, and perceived app quality in influencing individuals’ download intention for...

Persistent link: https://www.econbiz.de/10013277323