Does congruency matter for online green demarketing campaigns? : examining the effects of retargeting display ads embedded in different browsing contexts
Hye Jin Yoon, Yoon-Joo Lee, Shuoya Sun and Jinho Joo
| Year of publication: |
2023
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|---|---|
| Authors: | Yoon, Hye Jin ; Lee, Yoon-Joo ; Sun, Shuoya ; Joo, Jinho |
| Published in: |
Journal of research in interactive marketing : interactive marketing and computer-mediated communication. - Bingley : Emerald, ISSN 2040-7130, ZDB-ID 2556111-X. - Vol. 17.2023, 6, p. 882-900
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| Subject: | Browsing context effects | Display ads | Green demarketing campaigns | Online brand activism | Retargeting ads | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Online-Handel | Online retailing | Öko-Marketing | Green marketing |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JRIM-08-2022-0262 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014428184