Is consumer generated branding the way forward for digital advertising : examining the effects of message source, presentation format and involvement on consumer decisions on X (formerly Twitter)
Vaibhav Shwetangbhai Diwanji, Juliann Cortese and Jaejin Lee
| Year of publication: |
2025
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| Authors: | Diwanji, Vaibhav Shwetangbhai ; Cortese, Juliann ; Lee, Jaejin |
| Published in: |
Journal of current issues and research in advertising. - Abingdon, Oxon : Routledge, Taylor & Francis Group, ISSN 2164-7313, ZDB-ID 2070081-7. - Vol. 46.2025, 1, p. 90-112
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| Subject: | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Markenführung | Brand management | Online-Marketing | Internet marketing | Social Web | Social web | Werbung | Advertising | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10641734.2024.2334957 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015413433