Can data-driven precision marketing promote user ad clicks? : evidence from advertising in WeChat moments
Chuanpeng Yu, Zhengang Zhang, Chunpei Lin, Yenchun Jim Wu
| Year of publication: |
2020
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| Authors: | Yu, Chuanpeng ; Zhang, Zhengang ; Lin, Chunpei ; Wu, Yenchun Jim |
| Published in: |
Industrial marketing management : the international journal for industrial and high-tech firms. - New York, NY [u.a.] : Elsevier, ISSN 0019-8501, ZDB-ID 120124-4. - Vol. 90.2020, p. 481-492
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| Subject: | Consumers' perception to ads | Privacy concerns | Trust | Click-through intention | Konsumentenverhalten | Consumer behaviour | Datenschutz | Data protection | Online-Marketing | Internet marketing | Werbung | Advertising | Vertrauen | Confidence | Werbewirkung | Advertising effects | Verkaufsförderung | Sales promotion | Wahrnehmung | Perception |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.indmarman.2019.05.001 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://ebvufind01.dmz1.zbw.eu/10012372707