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Triggers of engagement and avoidance : applying approach-avoid theory

Kelly, Louise; Kerr, Gayle; Drennan, Judy - In: Journal of marketing communications 26 (2020) 5, pp. 488-508

Persistent link: https://www.econbiz.de/10012263508

Why is social network site advertising ineffective? : seeking answers using a holistic theoretical framework, multi-platform approach

Korgaonkar, Pradeep; Becerra, Enrique; Londoño, Juan Carlos - In: Journal of promotion management : innovations in … 30 (2024) 2, pp. 157-186

Persistent link: https://www.econbiz.de/10014447593

Public Sector Marketing Communications, Volume II : Traditional and Digital Perspectives

Adeola, Ogechi (ed.); Twum, Kojo Kakra (ed.); … - 2023

Digital Perspectives on Public Sector Marketing Communications -- Part 2: Advertising and Direct Marketing -- Chapter 2 …: Public Service Advertising and Celebrity endorsement in Ghana -- Chapter 3: Direct Marketing in the Kenyan Public Sector …

Persistent link: https://www.econbiz.de/10014253072

Marketing Communications and Brand Development in Emerging Markets Volume II : Insights for a Changing World

Adeola, Ogechi (ed.); Hinson, Robert (ed.); … - 2022

times. Joel Edmund Nettey, World President & Chairman, International Advertising Association “This well-organised book on …

Persistent link: https://www.econbiz.de/10013203503

The future of advertising research in virtual, augmented, and extended realities

Ahn, Sun Joo; Kim, Jooyoung; Kim, Jaemin - In: International journal of advertising : the review of … 42 (2023) 1, pp. 162-170

Persistent link: https://www.econbiz.de/10014233940

Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand : the role of source credibility and congruency

Tian, Shiyun; Li, Jo Yun - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 133-161

Persistent link: https://www.econbiz.de/10014318186

Mass Customization and Customer Centricity : In Honor of the Contributions of Cipriano Forza

Aichner, Thomas (ed.); Salvador, Fabrizio (ed.); … - 2023

Configurators -- 10: Racial Similarity Effects in Advertising. A Deep Dive in Mass Customization Industries -- 11: Case Study …

Persistent link: https://www.econbiz.de/10014318553

Differences between Instagram and Facebook sponsored posts for small hospitality businesses

Tanković, Ana Čuić; Prodan, Marina Perišić; … - In: Proceedings of the ENTRENOVA - ENTerprise REsearch … 8 (2022) 1, pp. 287-298

communication between buyers and sellers. Advertising on social networks is relatively low, which is attractive to businesses …, especially smaller ones. This paper aims to study the differences between sponsored content ads on the social networks Facebook … posted on the social networks Instagram and Facebook and a post booster run through a mobile app adapted for smartphones. The …

Persistent link: https://www.econbiz.de/10014308323

Effectiveness of Influencer Marketing

Johne, Jane - 2023

Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the...

Persistent link: https://www.econbiz.de/10014294760

Skippable ads : interactive advertising on digital media platforms

Dukes, Anthony; Liu, Qihong; Shuai, Jie - In: Marketing science 41 (2022) 3, pp. 528-547

Persistent link: https://www.econbiz.de/10013363779