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Video storytelling ads vs argumentative ads : how hooking viewers enhances consumer engagement

Coker, Kesha K.; Flight, Richard L.; Baima, Dominic M. - In: Journal of Research in Interactive Marketing 15 (2021) 4, pp. 607-622

Purpose: Digital engagement with advertising remains challenging for marketers. This research examines “being hooked” as the mechanism of narrative transportation associated with digital video storytelling ads. Its purpose is to examine the efficacy of digital video ad format (storytelling...

Persistent link: https://www.econbiz.de/10012641172

Buzzing with disclosure of social shopping rewards

Coker, Kesha K.; Smith, Denise S.; Altobello, Suzanne A. - In: Journal of research in interactive marketing : … 9 (2015) 3, pp. 170-189

Persistent link: https://www.econbiz.de/10011418525

Brand constellations : reflections of the emotional self

Flight, Richard L.; Coker, Kesha K. - In: The journal of product & brand management 25 (2016) 2, pp. 134-147

Persistent link: https://www.econbiz.de/10011524050

Modeling attitude constructs in movie product placement

Balasubramanian, Siva Kumar; Patwardhan, Hemant; … - In: The journal of product & brand management 23 (2014) 7, pp. 516-531

Persistent link: https://www.econbiz.de/10010467560

Delay-discounting rewards from consumer sales promotions

Coker, Kesha K.; Pillai, Deepa; Balasubramanian, Siva Kumar - In: The journal of product & brand management 19 (2010) 7, pp. 487-495

Persistent link: https://www.econbiz.de/10008772591

Message exposure with friends : the role of social context on attitudes towards prominently placed brands

Coker, Kesha K.; Altobellom Suzanne A.; … - In: Journal of consumer behaviour : an international … 12 (2013) 2, pp. 102-111

Persistent link: https://www.econbiz.de/10009738785

Product placements in social settings : the impact of coviewing on the recall of placed brands

Coker, Kesha K.; Altobello, Suzanne A. - In: Journal of business research : JBR 87 (2018), pp. 128-136

Persistent link: https://www.econbiz.de/10011866560

The role of disclosure of social shopping rewards in social buzz

Coker, Kesha K.; Altobello, Suzanne A. - In: Journal of research in interactive marketing : … 10 (2016) 4, pp. 321-337

Persistent link: https://www.econbiz.de/10011639164

Delay-discounting rewards from consumer sales promotions

Coker, Kesha K.; Pillai, Deepa; Balasubramanian, Siva K. - In: The journal of product & brand management 19 (2010) 7, pp. 487-496

Persistent link: https://www.econbiz.de/10008720143

Message exposure with friends: The role of social context on attitudes toward prominently placed brands

Coker, Kesha K.; Altobello, Suzanne A.; … - In: Journal of consumer behaviour : an international … 12 (2013) 2, pp. 102-111

Persistent link: https://www.econbiz.de/10010094866