Impact of political television advertisements on viewers' response to subsequent advertisements
Beth L. Fossen, Girish Mallapragada, Anwesha De
| Year of publication: |
2021
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|---|---|
| Authors: | Fossen, Beth L. ; Mallapragada, Girish ; De, Anwesha |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 40.2021, 2, p. 305-324
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| Subject: | television advertising | quasi-experiment | ad effectiveness | online word-of-mouth | political marketing | Fernsehwerbung | Television advertising | Werbewirkung | Advertising effects | Virales Marketing | Viral marketing | Online-Marketing | Internet marketing | Mediennutzung | Media usage | Konsumentenverhalten | Consumer behaviour | Fernsehen | Television |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2020.1260 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012504957