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The impact of social media advertising on purchase intention : the mediation role of consumer brand engagement

Weeraporn Supotthamjaree; Preeda Srinaruewan - In: International journal of internet marketing and … 15 (2021) 5/6, pp. 498-526

Persistent link: https://www.econbiz.de/10012670713

Processing contradictory brand information from advertising and social media : an application of the multiple-motive heuristic-systematic model

Kim, Kyongseok; King, Karen Whitehill; Kim, Jooyoung - In: Journal of marketing communications 24 (2018) 8, pp. 801-822

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Exploring the impact of consumer generated advertising (CGA) on consumer brand responses

Kennedy, Claire; Gannon, Valerie; Kennedy, Aileen - In: Journal of customer behaviour 13 (2014) 4, pp. 253-270

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Advertising versus invertising : the influence of social media B2C efforts on consumer attitudes and brand relationships

Bóveda-Lambie, Adriana M.; Hair, Neil - In: Online consumer behavior : theory and research in …, (pp. 209-236). 2012

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Advertising Viewability in Online Branding Campaigns

Bounie, David - 2017

technologies to measure the viewability of advertising campaigns on publisher websites. This paper discusses how the adoption of … such technologies could impact the economics of online advertising …

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Effect Celebrity Endorser, Social Media, Advertising, Content YouTube and Brand Awareness to Buy Consumer Interest

Ramadhanti, Evie - 2019

Endorser, Social Media, Advertising, Content and brand Awareness Against Youtube Buy Consumer Interests. The purpose of this …. Effect Against Buy Consumer Interests, 5. Effect of brand Awareness To Buy Consumer Interests, 6. Influence of Celebrity … study is to acquire knowledge and test theories about Celebrity Endorser, Social Media, Advertising, YouTube Content and …

Persistent link: https://www.econbiz.de/10012895191

Informing, reinforcing, and referencing : Chinese male consumers' interpretation of luxury advertising and luxury brands' presence on Chinese social media

Chen, Huan; Wang, Ye; Qiao, Fei - In: Journal of global marketing 34 (2021) 1, pp. 38-55

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The interconnected role of strength of brand and interpersonal relationships and user comment valence on brand video sharing behaviour

Hayes, Jameson L.; Shan, Yan; King, Karen Whitehill - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 142-164

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Connecting or disconnecting : luxury branding on social media and affluent Chinese female consumers' interpretations

Chen, Huan; Wang, Ye - In: The journal of brand management : an international journal 24 (2017) 6, pp. 562-574

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The antecedents and consequences of brand experience and purchase intention

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Persistent link: https://www.econbiz.de/10012597995

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