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What does the brand say? : effects of brand feedback to negative eWOM on brand trust and purchase intentions

Bhandari, Manu; Rodgers, Shelly - In: Electronic word of mouth as a promotional technique : …, (pp. 125-141). 2020

Persistent link: https://www.econbiz.de/10012263257

Network advertising model (NAM)

Thorson, Esther; Rodgers, Shelly - In: Digital advertising : theory and research, (pp. 19-30). 2017

Persistent link: https://www.econbiz.de/10011646045

Trends and opportunities for digital advertising research : a content analysis of advertising age, 2000-2015

Tham, Samuel; Rodgers, Shelly; Thorson, Esther - In: Digital advertising : theory and research, (pp. 31-44). 2017

Persistent link: https://www.econbiz.de/10011646100

Digital advertising : theory and research

Rodgers, Shelly (ed.); Thorson, Esther (ed.) - 2017 - Third edition

Cover -- Title -- Copyright -- Dedication -- Contents -- About the Contributors -- Foreword -- Preface -- Acknowledgments -- Part I Research Foundations -- 1 Revisiting the Interactive Advertising Model (IAM) after 15 Years: An Analysis of Impact and Implications -- 2 Network Advertising Model...