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Measuring consumers' engagement with brand-related social-media content : development and validation of a scale that identifies levels of social-media engagement with brands

Schivinski, Bruno; Christodoulides, George; Dąbrowski, … - In: Journal of advertising research 56 (2016) 1, pp. 64-80

Persistent link: https://www.econbiz.de/10011486055

Do consumers acculturated to global consumer culture buy more impulsively? : the moderating role of attitudes towards and beliefs about advertising

Czarnecka, Barbara; Schivinski, Bruno - In: Journal of global marketing 32 (2019) 4, pp. 219-238

Persistent link: https://www.econbiz.de/10012201029

The effect of social-media communication on consumer perceptions of brands

Schivinski, Bruno; Dąbrowski, Dariusz - 2013

Researchers and brand managers have limited understanding of the effects of firm-created and user-generated social media communication on brand equity, brand attitude, and purchase intention. Thus, we investigated 504 Facebook users using a standardized online survey across Poland. To test the...

Persistent link: https://www.econbiz.de/10011802059

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