Enhancing customer engagement through source appearance and self-influencer congruence in mobile advertising
Muhammad Talha, Zonaib Tahir, Iqra Mehroush
| Year of publication: |
2024
|
|---|---|
| Authors: | Talha, Muhammad ; Tahir, Zonaib ; Mehroush, Iqra |
| Published in: |
Spanish journal of marketing. - Bingley : Emerald, ISSN 2444-9709, ZDB-ID 2924966-1. - Vol. 28.2024, 4, p. 382-401
|
| Subject: | Congruencia auto-influencer | Contenido visual | Customer engagement | Mobile advertising | Self-influencer congruence | SOR | Source appearance | Visual content | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Beziehungsmarketing | Relationship marketing | Werbewirkung | Advertising effects | Werbung | Advertising | Mobilkommunikation | Mobile communications | Visualisierung | Visualization |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/SJME-03-2023-0073 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015190367