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Memes everywhere : the effect of social media memes on consumers' attitude towards brands and their purchase intention

Pilavcioglu, Burak; Hodeck, Alexander; Nagel, Niels; … - In: Zukunft des Marketings, (pp. 37-55). 2023

Mit der ungebrochenen Relevanz sozialer Medien und der ständigen Weiterentwicklung der Online-Kommunikation gewinnen Memes zunehmend an Popularität. Es gibt es nur wenige wissenschaftliche Untersuchungen zur Werbewirksamkeit von Memes. Die vorliegende Studie soll diese Wissenslücke...

Persistent link: https://www.econbiz.de/10014516159

Becoming TikTok famous : strategies for global brands to engage consumers in an emerging market

Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; … - In: Journal of international marketing 31 (2023) 1, pp. 106-123

Persistent link: https://www.econbiz.de/10014233467

Exploring the impact of social media marketing features on purchase intention in the fast-food industry

Hanaysha, Jalal Rajeh - In: Metamorphosis : a journal of management research 21 (2022) 2, pp. 75-85

Persistent link: https://www.econbiz.de/10013435211

Social media marketing and brand loyalty : analyzing the mediating role of brand trust

Srivastava, Praveen Ranjan; Gupta, S. L.; Mishra, Niraj; … - In: Thailand and the world economy 40 (2022) 3, pp. 55-68

. The study has investigated the mediating role of Brand Trust (BT) in the relationship between Social Media Marketing (SMM …

Persistent link: https://www.econbiz.de/10013440397

Empathy toward social media advertisements : the moderating role of ad intrusiveness

Arora, Nilesh; Rana, Meghna; Prashar, Sanjeev - In: Journal of promotion management : innovations in … 29 (2023) 4, pp. 535-568

Persistent link: https://www.econbiz.de/10013550372

The mediating effects of perceived value between the relationship of social media marketing and purchase intention

Yap, Tyron W. - In: DLSU business & economics review 31 (2022) 2, pp. 125-136

Persistent link: https://www.econbiz.de/10013473792

Hashtag activism by brand lovers : a netnographic study

Carvalho, Cássia Liandra; Barbosa, Belem - In: International journal of sport management and marketing … 23 (2023) 1/2, pp. 44-61

Persistent link: https://www.econbiz.de/10014310879

Social media marketing and the world of fashion : identification of determinants for building consumer brand relationship and shaping consumer brand perception

Singhal, Virtika; Ahuja, Vandana - In: International journal of management practice : IJMP 16 (2023) 2, pp. 186-211

Persistent link: https://www.econbiz.de/10014315855

Brand engagement and purchase intention towards apparel goods : a study of Generation Z in social media scenario

Pant, Ravinder; Negi, Antriksha; Kishor, Nawal - In: International journal of management practice : IJMP 16 (2023) 3, pp. 319-342

Persistent link: https://www.econbiz.de/10014315874

Influence or advertise: the role of social learning in influencer marketing

Berman, Ron; Ory, Aniko; Zheng, Xudong - 2023

Persistent link: https://www.econbiz.de/10014317632