An empirical study on determining the effectiveness of social media advertising : a case on Indian millennials
Taanika Arora, Bhawna Agarwal
| Year of publication: |
2020
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|---|---|
| Authors: | Arora, Taanika ; Agarwal, Bhawna |
| Published in: |
International journal of e-business research : an official publication of the Information Resources Management Association. - Hershey, Pa. : IGI Global, ISSN 1548-1131, ZDB-ID 2201735-5. - Vol. 16.2020, 2, p. 47-68
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| Subject: | Attitude Towards Social Media Advertising | Credibility | Entertainment | Incentives | Indians | Informativeness | Millennials | Pre-Purchase Search | Purchase Intention | Social Escapism | Social Media | Social Web | Social web | Online-Marketing | Internet marketing | Indien | India | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.4018/IJEBR.2020040104 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012302680