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~isPartOf:"Journal of marketing communications"
~person:"Pentina, Iryna"
~person:"Pérez-Rueda, Alfredo"
~subject:"Advertising effects"
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Advertising effects
Consumer behaviour
2
Konsumentenverhalten
2
Viral marketing
2
Virales Marketing
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Werbewirkung
2
Advertising
1
Communication
1
Consumer empowerment
1
Internet marketing
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Kommunikation
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Online-Marketing
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Psychology of advertising
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Social Web
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Social web
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Werbepsychologie
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Werbung
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Yelp customer reviews
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YouTube
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ad effectiveness
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eWOM
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message persuasiveness
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skippable advertising
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source similarity
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word-of-mouth communications
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Pentina, Iryna
Pérez-Rueda, Alfredo
Anghelcev, George
1
Bailey, Ainsworth Anthony
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Balboni, Bernardo
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Belanche, Daniel
1
Chen, Chiao-Chieh
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Chiu, Yu-Ping
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Dalakas, Vassilis
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Eells, Danielle
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Flavián Blanco, Carlos
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Gistri, Giacomo
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Karabas, Ismail
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Kareklas, Ioannis
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Knoll, Johannes
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Lim, Dong Jae
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Muehling, Darrel D.
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Pace, Stefano
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Phua, Joe
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Proksch, Ramona
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Stewart, Kristin
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Weber, T. J.
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Consumer empowerment in interactive advertising and eWOM consequences : The PITRE model
Belanche, Daniel
;
Flavián Blanco, Carlos
; …
- In:
Journal of marketing communications
26
(
2020
)
1
,
pp. 1-20
Persistent link: https://www.econbiz.de/10012203381
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2
Exploring effects of source similarity, message valence, and receiver regulatory focus on yelp review persuasiveness and purchase intentions
Pentina, Iryna
;
Bailey, Ainsworth Anthony
;
Zhang, Lixuan
- In:
Journal of marketing communications
24
(
2018
)
2
,
pp. 125-145
Persistent link: https://www.econbiz.de/10011852934
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