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"Essays on consumers' attitudes toward digital communication"
Lütjens, Henk - 2019
Consumer attitudes, digital communication, social media advertising, online touchpoints, mobile advertising. - this … effectiveness of different forms of digital advertising, namely, online touchpoints, mobile advertising, and social media … advertising. The construct "attitudes toward advertising" serves as the central measure of effectiveness. …
Persistent link: https://www.econbiz.de/10012107488
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Influencing consumer behavior with Facebook : an analysis of social network advertising (SNA) formats and content
Gavilanes Rivadeneira, José Manuel - 2016
Persistent link: https://www.econbiz.de/10011686788
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User engagement in social media : an individual-level perspective
Weiger, Welf Hermann - 2017
Persistent link: https://www.econbiz.de/10011686891
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On the activating power of gamification - empirical evidence from an online community
Mutter, Tobias - 2015
Persistent link: https://www.econbiz.de/10011343798
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Behavioral studies on technology acceptance and bounded rationality
Brecht, Franziska - 2012
Persistent link: https://www.econbiz.de/10009690171
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"Essays on the role of content in digital marketing communications"
Sander, Verena - 2019
Persistent link: https://www.econbiz.de/10012110455
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Companies and consumers in the transition from traditional to social media
Hausmann, Maximilian - 2016
Persistent link: https://www.econbiz.de/10011635359
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Essays on marketing and online social networks
Lanz, Andreas U. - 2017
Persistent link: https://www.econbiz.de/10011706497
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Understanding the social media phenomenon : terminological examination and perception of its entities
Bühler, Julian - 2017
Persistent link: https://www.econbiz.de/10011805503
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Consumer reviews and social media marketing
Baum, Daniela - 2014 - 1. ed.
Persistent link: https://www.econbiz.de/10010488091