Similar Search Results

Do fake followers mitigate influencers' perceived influencing power on social media platforms? : the mere number effect and boundary conditions

Zhou, Liying; Jin, Fei; Wu, Banggang; Chen, Zhi; Wang, … - In: Journal of business research : JBR 158 (2023), pp. 1-10

Persistent link: https://www.econbiz.de/10014281058

Configurating product placement prominence on brand memory : what counts and what does not?

Song, Sigen; Chan, Fong Yee; Li, Yongfa; Wang, Cheng Lu - In: The journal of product & brand management 32 (2023) 4, pp. 600-617

Persistent link: https://www.econbiz.de/10014281357

Does character's gender matter in inspirational brand story? : exploring the moderating effect of gender role conformity

Chen, Xiang; Wang, Cheng Lu; Zhou, Liying - In: International journal of consumer studies 47 (2023) 5, pp. 1749-1757

Persistent link: https://www.econbiz.de/10014335633

What drives or inhibits consumers' preference to consume quietly?

Song, Sigen; Wang, Hengqin; Wang, Cheng Lu - In: Asia Pacific journal of marketing and logistics 35 (2023) 11, pp. 2666-2681

Persistent link: https://www.econbiz.de/10014430278

Impacts of consumer cognitive process to ascertain online fake review : a cognitive dissonance theory approach

Chatterjee, Sheshadri; Chaudhuri, Ranjan; Kumar, Ajay; … - In: Journal of business research : JBR 154 (2023), pp. 1-11

Persistent link: https://www.econbiz.de/10013468809

The Palgrave handbook of interactive marketing

Wang, Cheng Lu (ed.) - 2023

Part 1: Advancement of Interactive Marketing: An Overview -- Chapter 1: Evolution of Research in Interactive Marketing: A Bibliometric and Thematic Review -- Chapter 2: From Direct Marketing Towards Interactive Marketing: The Evolving Interactive Marketing Tools -- Chapter 3: Bridging the Theory...