Big data based decision making for the selection of celebrity advertising model : a Korean case
Mina Woo, Jinwha Kim, Gyoo Gun Lim
| Year of publication: |
June 2018
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|---|---|
| Authors: | Woo, Mina ; Kim, Jinwha ; Lim, Gyoo Gun |
| Published in: |
International journal of operations and quantitative management : IJOQM. - Houston, Tex. : INFOMS, ISSN 1082-1910, ZDB-ID 1290624-4. - Vol. 24.2018, 2, p. 153-172
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| Subject: | Big Data | Celebrity Advertisement | Match-Up Hypothesis Theory | Image Suitability | Advertisement Model | Werbung | Advertising | Big data | Celebrity-Werbung | Celebrity endorsement | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011932889