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The online framing effect : the moderating role of warning, brand familiarity, and product type

Chen, Yi-Fen; Chang, Shi-Han - In: Electronic commerce research 16 (2016) 3, pp. 355-374

Persistent link: https://www.econbiz.de/10011556563

Advertising Viewability in Online Branding Campaigns

Bounie, David - 2017

A significant number of online ads served by publishers are actually never seen by Internet users. This results in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising...

Persistent link: https://www.econbiz.de/10012956175

Does online ideal self-matter? : consumer perceptions of online brand advertisement

Waterson, Aimee Peta; Mototo, Lebogang; Chuchu, Tinashe - 2021

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Effects of offline ad content on online brand search : insights from super bowl advertising

Chandrasekaran, Deepa; Srinivasan, Raji; Sihi, Debika - In: Journal of the Academy of Marketing Science 46 (2018) 3, pp. 403-430

Persistent link: https://www.econbiz.de/10011879695

Suspicious online product reviews : an empirical analysis of brand and product characteristics using Amazon data

Ko, Eunhee Emily; Bowman, Douglas - In: International journal of research in marketing : IJRM ; … 40 (2023) 4, pp. 898-911

Persistent link: https://www.econbiz.de/10014451312

Impact of advertising in creating brand equity with reference to e-tailers

Sarika Omkar P.; Naikwade, Shital Sainath - In: Asia-Pacific journal of management research and innovation 18 (2022) 3/4, pp. 95-106

Persistent link: https://www.econbiz.de/10014246903

Search with two stages of information acquisition : a structural econometric model of online purchases

Gibbard, Peter - In: Information economics and policy : IEP 65 (2023), pp. 1-24

Persistent link: https://www.econbiz.de/10014467380

Online video advertisements' effect on purchase intention : an exploratory study on youth

Jain, Geetika; Rakesh, Sapna; Chaturvedi, Kostubh Raman - In: International journal of e-business research : an … 14 (2018) 2, pp. 87-101

Persistent link: https://www.econbiz.de/10011847520

Online purchase decision after viewing ads : factors related to sociodemographic and internet use on different digital channels

Barrichello, Alcides; Morano, Rogério Scabim; Santos, … - In: International journal of internet marketing and … 19 (2023) 1/2, pp. 20-41

Persistent link: https://www.econbiz.de/10014340162

Differences in attitude and purchase intention for multisensory stimuli in online stores with decreasing product congruence in terms of super additivity and cross-modal corresponde...

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Persistent link: https://www.econbiz.de/10015063931

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