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The effectiveness of foreign-language display in advertising for congruent versus incongruent products

Hornikx, Jos; Meurs, Frank van; Hof, Robert-Jan - In: Journal of international consumer marketing 25 (2013) 3, pp. 152-165

Persistent link: https://www.econbiz.de/10009761432

Fundraising in an interactive online environment

Panic, Katarina; Hudders, Liselot; Cauberghe, Veroline - In: Nonprofit and voluntary sector quarterly 45 (2016) 2, pp. 333-350

Persistent link: https://www.econbiz.de/10011483473

Building influencers' credibility on Instagram : effects on followers' attitudes and behavioral responses toward the influencer

Belanche, Daniel; Casaló, Luis V.; Flavián, Marta; … - In: Journal of retailing and consumer services 61 (2021), pp. 1-11

Persistent link: https://www.econbiz.de/10012581928

Advertising in a foreign language or the consumers' native language?

Nederstigt, Ulrike; Hilberink-Schulpen, Béryl - In: Journal of international consumer marketing 30 (2018) 1, pp. 2-13

Persistent link: https://www.econbiz.de/10011917497

The role of a companion banner and sponsorship transparency in recognizing and evaluating article-style native advertising

Campbell, Colin L.; Evans, Nathaniel J. - In: Journal of interactive marketing : a quarterly … 43 (2018), pp. 17-32

Persistent link: https://www.econbiz.de/10011920045

Influencer marketing effectiveness : giving competence, receiving credibility

Leite, Fernanda Polli; Pontes, Nicolas; Schivinski, Bruno - In: Journal of travel and tourism marketing 41 (2024) 3, pp. 307-321

Persistent link: https://www.econbiz.de/10014513646

Does Emotional Matching Between Video Ads and Content Lead to Better Engagement : Evidence from a Large-Scale Field Experiment

Kapoor, Anuj; Narayanan, Sridhar; Sharma, Amitt - 2022

Modern digital advertising platforms allow ads to be targeted in a variety of ways, and generally aim to match the ad being shown with either the user or the content being shown. In this study, we examine the effect of matching in emotional content of ads and the video on which the ad is shown...

Persistent link: https://www.econbiz.de/10014078985

Does in-Stream video advertising work? : effects of position and congruence on consumer responses

Freeman, Jason; Wei, Lewen; Yang, Hyun; Shen, Fuyuan - In: Journal of promotion management : innovations in … 28 (2022) 5, pp. 515-536

Persistent link: https://www.econbiz.de/10013277285

Social media content strategy in hospitality : the impact of experiential posts and response congruence on engagement, hotel image, and booking intention

Veloso, Mónica; Ieva, Marco; Gómez-Suárez, Mónica - In: Journal of hospitality marketing & management 33 (2024) 1, pp. 57-77

Persistent link: https://www.econbiz.de/10014438602

Search engine advertising adoption and utilization : an empirical investigation of inflectional factors

Jafarzadeh, Hamed; Aurum, Aybüke; D'Ambra, John; … - In: Journal of organizational computing and electronic commerce 25 (2015) 4, pp. 402-427

Persistent link: https://www.econbiz.de/10011398671