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~isPartOf:"Journal of research in interactive marketing : interactive marketing and computer-mediated communication"
~isPartOf:"Marketing intelligence & planning"
~subject:"Werbewirkung"
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Werbewirkung
Advertising effects
75
Consumer behaviour
61
Konsumentenverhalten
61
Internet marketing
44
Online-Marketing
44
Advertising
33
Werbung
31
Social Web
28
Social web
28
Brand management
21
Markenführung
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Brand image
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10
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Online advertising
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Relationship marketing
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Television advertising
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Phau, Ian
4
Sivakumaran, Bharadhwaj
3
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2
Lepkowska-White, Elzbieta
2
Marchegiani, Christopher
2
Milne, George R.
2
Moharana, Tapas Ranjan
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Pradhan, Debasis
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1
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1
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Journal of research in interactive marketing : interactive marketing and computer-mediated communication
Marketing intelligence & planning
Journal of advertising research
269
Journal of advertising : official publication of the American Academy of Advertising
236
International journal of advertising : the quarterly review of marketing communications
215
Journal of business research : JBR
207
International journal of advertising : the review of marketing communications
200
Journal of marketing communications
191
Psychology & marketing
122
Journal of promotion management : JPM
116
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences
91
Journal of retailing and consumer services
85
Journal of promotion management : innovations in planning and applied research
83
European journal of marketing : EJM
69
International journal of internet marketing and advertising : IJIMA
67
Journal of marketing research : JMR
63
Marketing letters : a journal of research in marketing
60
Journal of current issues and research in advertising : JCIRA
59
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy
55
SpringerLink / Bücher
51
Health marketing quarterly
50
Journal of interactive marketing : a quarterly publication from the Direct Marketing Educational Foundation
49
Marketing : ZFP ; journal of research and management
49
Transfer, Werbeforschung & Praxis : Zeitschrift für Werbung, Kommunikation und Markenführung
43
The journal of product & brand management
38
Young consumers : insight and ideas for responsible marketers
38
Journal of current issues and research in advertising
37
International journal of hospitality management
35
Journal of marketing
35
Asia Pacific journal of marketing and logistics
34
Journal of global marketing
33
Management science : journal of the Institute for Operations Research and the Management Sciences
32
The journal of consumer marketing
32
Journal of consumer research : JCR ; an interdisciplinary bimonthly
31
Journal of international consumer marketing
31
Journal of consumer psychology : JCP : the official journal of the Society for Consumer Psychology
30
The journal of brand management : an international journal
30
Advertising and communication : proceedings 4th International Conference on Research in Advertising (ICORIA), Saarland University, June 2 - 4, 2005, Saarbruecken
29
International journal of sports marketing & sponsorship
29
Journal of the Academy of Marketing Science
29
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ECONIS (ZBW)
75
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1
Influencer marketing : explaining the effects of influencer self-presentation strategies on brand responses through source credibility
Reijmersdal, Eva A. van
;
Walet, Marieke
;
Andrea …
- In:
Marketing intelligence & planning
42
(
2024
)
7
,
pp. 1214-1233
Persistent link: https://www.econbiz.de/10015056975
Saved in:
2
Differential effects of visual complexity in firm-generated content on consumer engagements : a deep learning approach
Wang, Feng
;
Yue, Mingyue
;
Yuan, Quan
;
Cao, Rong
- In:
Marketing intelligence & planning
42
(
2024
)
4
,
pp. 684-703
Persistent link: https://www.econbiz.de/10015056894
Saved in:
3
In-store interactive advertising screens : the effect of interactivity on impulse buying explained by self-agency
Moes, Anne
;
Fransen, Marieke
;
Fennis, Bob Michaël
; …
- In:
Journal of research in interactive marketing : …
16
(
2022
)
3
,
pp. 457-474
Persistent link: https://www.econbiz.de/10013286437
Saved in:
4
Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions : a multivariate mediation analysis
Kalam, Abul
;
Goi, Chai Lee
;
Tiong, Ying Ying
- In:
Marketing intelligence & planning
42
(
2024
)
1
,
pp. 84-119
Persistent link: https://www.econbiz.de/10014469195
Saved in:
5
Display advertising : the role of context and advertising appeals from a resistance perspective
Tsiotsou, Rodoula H.
;
Hatzithomas, Leonidas
;
Wetzels, Martin
- In:
Journal of research in interactive marketing : …
18
(
2024
)
2
,
pp. 198-219
Persistent link: https://www.econbiz.de/10014521177
Saved in:
6
The effects of live comments and advertisements on social media engagement : application to short-form online video
Zhang, Xiaodan
;
Zhao, Zhanbo
;
Wang, Kui
- In:
Journal of research in interactive marketing : …
18
(
2024
)
3
,
pp. 485-505
Persistent link: https://www.econbiz.de/10015062524
Saved in:
7
How the characteristics of social media influencers and live content influence consumers' impulsive buying in live streaming commerce? : The role of congruence and attachment
Shao, Zhucheng
- In:
Journal of research in interactive marketing : …
18
(
2024
)
3
,
pp. 506-527
Persistent link: https://www.econbiz.de/10015062525
Saved in:
8
Meme marketing on social media : the role of informational cues of brand memes in shaping consumers' brand relationship
Shen, Yung-Cheng
;
Lee, Crystal T.
;
Lin, Wen-Ya
- In:
Journal of research in interactive marketing : …
18
(
2024
)
4
,
pp. 588-610
Persistent link: https://www.econbiz.de/10015062823
Saved in:
9
CEO vs. celebrity : the effect of streamer types on consumer engagement in brands' self-built live-streaming
Wei, Keshan
;
Xi, Wanyu
- In:
Journal of research in interactive marketing : …
18
(
2024
)
4
,
pp. 631-647
Persistent link: https://www.econbiz.de/10015062835
Saved in:
10
From pixels to engagement : examining the impact of image resolution in cause-related marketing on Instagram
Ryu, Sann
- In:
Journal of research in interactive marketing : …
18
(
2024
)
4
,
pp. 709-730
Persistent link: https://www.econbiz.de/10015062847
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