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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

More voices persuade : the attentional benefits of voice numerosity

Chang, Hannah H.; Mukherjee, Anirban; Chattopadhyay, Amitava - In: Journal of marketing research 60 (2023) 4, pp. 687-706

Persistent link: https://www.econbiz.de/10014322176

A multimodal emotion perspective on social media influencer marketing : the effectiveness of influencer emotions, network size, and branding on consumer brand engagement using faci...

Holiday, Steven; Hayes, Jameson L.; Park, Haseon; Lyu, … - In: Journal of interactive marketing 58 (2023) 4, pp. 414-439

Persistent link: https://www.econbiz.de/10014425236

The impact of brand social media marketing on the dynamics of the company's share value

Fayvishenko, Diana; Cherniavska, Liudmyla; Bondarenko, Iryna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 24 (2023) 1, pp. 24-32

value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …

Persistent link: https://www.econbiz.de/10014371857

If I understand why a product looks weird, will I buy it? : how reducing causal uncertainty about ugly goods can increase purchase intentions

Minton, Elizabeth A.; Spielmann, Nathalie; Gomez, Pierrick - In: Journal of advertising research 63 (2023) 4, pp. 402-417

Persistent link: https://www.econbiz.de/10014445904

Reducing biases in advertising effectiveness research : new meta-analytic evidence

Korkames, Joseph; Stanley, Tom D.; Stremersch, Stefan - 2022

Persistent link: https://www.econbiz.de/10013532297

Public Sector Marketing Communications Volume I : Public Relations and Brand Communication Perspectives

Adeola, Ogechi (ed.); Katuse, Paul (ed.); … - 2022

Part 1: Public Sector Marketing Communications and Brand Management -- Chapter 1: Introduction to Public Sector Marketing Communications in Africa -- Chapter 2: Public Sector Branding in Africa: Some Reflections -- Chapter 3: Marketing Communications Strategies for Public Transport Organisations...

Persistent link: https://www.econbiz.de/10013392534

Purchase intention and attitude towards advertisements on Instagram : an empirical study using Instagram Stories

Woo, Lisa-Julie; Süßmair, Augustin - In: International journal of economics and business … 27 (2024) 3, pp. 434-471

Persistent link: https://www.econbiz.de/10015063279

Repetition variation strategies for narrative advertising

Chang, Chingching - In: Journal of advertising : official publication of the … 38 (2009) 3, pp. 51-65

Persistent link: https://www.econbiz.de/10003892009

Evaluating empirical research into music in advertising : a congruity perspective

Oakes, Steve - In: Journal of advertising research 47 (2007) 1, pp. 38-50

Persistent link: https://www.econbiz.de/10003609570