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Anthropomorphism in advertising : the effect of media on audience attitude

Agrawal, Shivani; Khandelwal, Utkal; Bajpai, Naval - In: Journal of marketing communications 27 (2021) 8, pp. 799-815

Persistent link: https://www.econbiz.de/10012697000

What do you see and what do you recall? : using eye tracking to understand product placement

Jittima Kongmanon; Phallapa Petison - In: Cogent business & management 9 (2022) 1, pp. 1-22

Since 1982, when one of the most successful product placements appeared in the movie ET, marketers have continued adopting this strategy in various media channels. Among those, research studies indicated that product placements in situation comedies (Sitcoms) are the most effective. This study...

Persistent link: https://www.econbiz.de/10014436286

Memes everywhere : the effect of social media memes on consumers' attitude towards brands and their purchase intention

Pilavcioglu, Burak; Hodeck, Alexander; Nagel, Niels; … - In: Zukunft des Marketings, (pp. 37-55). 2023

Mit der ungebrochenen Relevanz sozialer Medien und der ständigen Weiterentwicklung der Online-Kommunikation gewinnen Memes zunehmend an Popularität. Es gibt es nur wenige wissenschaftliche Untersuchungen zur Werbewirksamkeit von Memes. Die vorliegende Studie soll diese Wissenslücke...

Persistent link: https://www.econbiz.de/10014516159

The moderating role of social themes in cause-related marketing advertisements

Natarajan, Thamaraiselvan; Jublee, Daniel Inbaraj; … - In: International review on public and non-profit marketing 15 (2018) 4, pp. 433-454

Persistent link: https://www.econbiz.de/10011956130

Measuring the impact of product placement with brand-related social media conversations and website traffic

Fossen, Beth L.; Schweidel, David A. - In: Marketing science : the marketing journal of the … 38 (2019) 3, pp. 481-499

Persistent link: https://www.econbiz.de/10012038422

Synergy or interference : the effect of product placement on commercial break audience decline

Schweidel, David A.; Foutz, Natasha Zhang; Tanner, Robin J. - In: Marketing science : the marketing journal of the … 33 (2014) 6, pp. 763-780

Persistent link: https://www.econbiz.de/10010468394

Measuring the impact of product placement on children using digital brand integration

Hudson, Simon; Elliott, Charlene - In: Journal of food products marketing 19 (2013) 3, pp. 176-200

Persistent link: https://www.econbiz.de/10009782048

Product placement disclosures : exploring the moderating effect of placement frequency on brand responses via persuasion knowledge

Matthes, Jörg; Naderer, Brigitte - In: International journal of advertising : the quarterly … 35 (2016) 2, pp. 185-199

Persistent link: https://www.econbiz.de/10011581107

Enhancing digital entertainment through personalization : the evolving role of product placements

Trifts, Valerie; Aghakhani, Hamed - In: Journal of marketing communications 25 (2019) 6, pp. 607-625

Persistent link: https://www.econbiz.de/10012203341

When fiction becomes fact : effect of reverse product placement on consumer attitudes

Patwardhan, Hemant; Patwardhan, Padmini - In: Journal of promotion management : JPM 22 (2016) 3, pp. 349-369

Persistent link: https://www.econbiz.de/10011532975