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Integrated marketing communications : from media channels to digital connectivity

Mulhern, Frank - In: Journal of marketing communications 15 (2009) 2/3, pp. 85-101

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The complementary roles of traditional and social media in driving marketing performance

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"It's incredible - trust me" : exploring the role of celebrity athletes as marketers in online social networks

Hambrick, Marion E.; Mahoney, Tara Q. - In: International journal of sport management and marketing … 10 (2011) 3/4, pp. 161-179

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Audience members' goals of media use and processing of advertisements

Juntunen, Arja - 2001

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Tool for analyzing YouTube audience behavior in Indonesia

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Perceptions and practices of media engagement : a global perspective

Chan-Olmsted, Sylvia M.; Wolter, Lisa-Charlotte - In: JMM : the international journal on media management 20 (2018) 1, pp. 1-24

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Celebrity endorsement using different types of new media and advertising formats

Uribe, Rodrigo; Buzeta, Cristian; Manzur, Enrique; … - In: Academia : revista Latinoamericana de administración 35 (2022) 3, pp. 281-302

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Reaching voters on social media : planning political advertising on Snapchat

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Social TV : how marketers can reach and engage audiences by connecting television to the web, social media, and mobile

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The Internet didn't kill TV! It has become its best friend. Americans are watching more television than ever before, and we're engaging online at the same time we're tuning in. Social media has created a new and powerful "backchannel", fueling the renaissance of live broadcasts. Mobile and...

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Are social media and mobile applications threatening retail websites

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