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The order effect of advertisers on consumer search behavior in sponsored search markets
Park, Chang Hee; Agarwal, Manoj Kumar - In: Journal of business research : JBR 84 (2018), pp. 24-33
Persistent link: https://www.econbiz.de/10011802594
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Social media and customer-based brand equity : an empirical investigation in retail industry
Colicev, Anatoli; Malshe, Ashwin; Pauwels, Koen - In: Administrative Sciences : open access journal 8 (2018) 3/55, pp. 1-16
As customer-brand engagement progressively shifts to digital domains, understanding social media effects in branding has become a vital issue. Social media effectiveness is especially important for the US retail sector due to intense competition among retailers for consumer attention and...
Persistent link: https://www.econbiz.de/10012125215
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Improving consumer mindset metrics and shareholder value through social media : the different roles of owned and earned media
Colicev, Anatoli; Malshe, Ashwin; Pauwels, Koen; … - In: Journal of marketing 82 (2018) 1, pp. 37-56
Persistent link: https://www.econbiz.de/10011804088