Why is social network site advertising ineffective? : seeking answers using a holistic theoretical framework, multi-platform approach
Pradeep Korgaonkar, Enrique Becerra and Juan Carlos Londoño
| Year of publication: |
2024
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|---|---|
| Authors: | Korgaonkar, Pradeep ; Becerra, Enrique ; Londoño, Juan Carlos |
| Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 30.2024, 2, p. 157-186
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| Subject: | advertising | e-commerce | SNS | SNS advertising | social media | Social Web | Social web | Werbung | Advertising | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Electronic Commerce | E-commerce | Virales Marketing | Viral marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/10496491.2023.2253242 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014447593