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Our main objective in this paper is to measure the value of customers acquired from Google search advertising accounting for two factors that have been overlooked in the conventional method widely adopted in the industry: the spillover effect of search dvertising on customer acquisition and...
Persistent link: https://www.econbiz.de/10013039378
Objective - One of the important roles of a brand is to help consumers in developing their self-identity (Escalas & Bettman, 2003). Hence, consumers may select a brand for reasons far beyond its functional benefit (McDonald & Wilson, 2011). Previous research has found that social networks allow...
Persistent link: https://www.econbiz.de/10014092629
The use of testimonials from existing customers has always been an important technique in traditional marketing communications. However, it is not clear whether attempts by firms to promote customer testimonials in social media will be equally effective. First, often the reach of a firm on...
Persistent link: https://www.econbiz.de/10012950458
As much as forty percent of social media users have been harassed online, but there is scarce causal evidence of how toxic content impacts user engagement and whether it is contagious. In a pre-registered field experiment, we recruited participants to install a browser extension, and randomly...
Persistent link: https://www.econbiz.de/10014254098
Most social media users have encountered harassment online, but there is scarce evidence of how this type of toxic content impacts engagement. In a pre-registered browser extension field experiment, we randomly hid toxic content for six weeks on Facebook, Twitter, and YouTube. Lowering exposure...
Persistent link: https://www.econbiz.de/10015191566
Persistent link: https://www.econbiz.de/10008659538
Persistent link: https://www.econbiz.de/10009616611
Due to cluttering in advertisements, firms are unable to communicate effectively with potential customers forcing them to use the celebrity endorsement strategy. This paper aims to examine the effect of celebrity endorsement (i.e. attractiveness, credibility and product match-up), perceived...
Persistent link: https://www.econbiz.de/10012826163
The paper is based on information which is a combination of store advertisement and consumers' path inside the store along with product information. With this information, the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that...
Persistent link: https://www.econbiz.de/10012845955
The paper is based on information which is a combination of store advertisement and consumers' path inside the store along with product information. With this information , the authors find how advertisement affects the behavior of consumers when making the decision. The findings suggest that...
Persistent link: https://www.econbiz.de/10012844888