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How customers respond to social media advertising

Yang, Ping; Li, Kefang; Ji, Chunli - In: Marketing intelligence & planning 41 (2023) 2, pp. 229-243

Persistent link: https://www.econbiz.de/10014253352

Predicting user response behaviour towards social media advertising and e-WoM antecedents

Rana, Meghna; Arora, Nilesh - In: Review of marketing science 20 (2022) 1, pp. 83-112

Persistent link: https://www.econbiz.de/10013447851

Native advertising relevance effects and the moderating role of attitudes toward social networking sites

Yoon, Hye Jin; Huang, Yan; Yim, Mark Yi-Cheon - In: Journal of research in interactive marketing : … 17 (2023) 2, pp. 215-231

Persistent link: https://www.econbiz.de/10014313209

Digital consumer engagement : examining the impact of native advertising exposure in a social network

Sussman, Kristen L.; Bright, Laura F.; Wilcox, Gary B. - In: Journal of research in interactive marketing : … 17 (2023) 4, pp. 544-561

Persistent link: https://www.econbiz.de/10014313613

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

A simplified mobile advertising model to study advertising spreading through personal social networks and branded apps

Garcia-Davalos, Alexander; Garcia-Duque, Jorge - In: Journal of promotion management : innovations in … 29 (2023) 8, pp. 1104-1137

Persistent link: https://www.econbiz.de/10014369753

Fostering consumer engagement during an omnipresent victim crisis : understanding the role of values in pandemic-themed advertising

Lou, Chen; Zhou, Xuan; Huang, Xun Irene; Qiu, Chen; … - In: International journal of advertising : the review of … 42 (2023) 5, pp. 890-915

Persistent link: https://www.econbiz.de/10014296437

Can warning labels mitigate effects of advertising message claims in celebrity-endorsed Instagram-based electronic cigarette advertisements? : influence on social media users' e-ci...

Phua, Joe; Lim, Dong Jae - In: Journal of marketing communications 29 (2023) 5, pp. 455-475

Persistent link: https://www.econbiz.de/10014321980

When digital celebrity talks to you : how human-like virtual influencers satisfy consumer's experience through social presence on social media endorsements

Kim, Hyojung; Park, Minjung - In: Journal of retailing and consumer services 76 (2024), pp. 1-12

Persistent link: https://www.econbiz.de/10014460831

Effect of mid-roll video advertising value and perceived intrusiveness on Facebook viewers' response : the mediating roles of attitude and word-of-mouth intention

Jakkrit Thavorn; Puripat Trichob; Worasak Klongthong; … - In: Cogent business & management 9 (2022) 1, pp. 1-22

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived intrusiveness and value on viewers' response to those...

Persistent link: https://www.econbiz.de/10014429098