competing in both influencer and product markets. As technologies governing marketing outreach improve, the equilibrium features …

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and … advertising message centred around masculinity. This can help advertisers to understand what type of masculine character to focus … millennial men and women are evenly split on whether they like or dislike how masculinity is depicted in advertising. From people …

which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share … value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising …

archetypes in advertising and assess them from a consumer engagement perspective. The study focused primarily on two main …

advertising industry. When advertisers have strong property rights over data regarding consumers' active purchase interests …

smartphones much of the day and carry them wherever they go. These changes have disrupted the online advertising industry. This … paper provides a primer on the mobile advertising business, particularly on how the economic structure of the online … advertising industry has changed as a result of the move to mobile, and explores some of the issues that policymakers will need to …

Das Influencer Marketing hat sich in Deutschland in den vergangenen Jahren immer mehr etabliert und entwickelt sich … langsam aus der Experimentierphase zu einem wesentlichen Baustein der Marketing-Strategie von Unternehmen. Dabei … Marketings und beschreibt unterschiedliche Typen von Meinungsmachern. Es ordnet das Influencer Marketing als Trend und …

Das Influencer Marketing hat sich in Deutschland in den vergangenen Jahren immer mehr etabliert und entwickelt sich … langsam aus der Experimentierphase zu einem wesentlichen Baustein der Marketing-Strategie von Unternehmen. Dabei … Marketings und beschreibt unterschiedliche Typen von Meinungsmachern. Es ordnet das Influencer Marketing als Trend und …