Search Results - subject:"Marketing effectiveness"

The vampire effect of smartphone swiping : how atypical motor actions increase ad attention but impair brand recall

Rohrbach, Stefan; Bruns, Daniel; Langner, Tobias - In: International journal of advertising : the review of … 44 (2025) 1, pp. 5-23

Persistent link: https://www.econbiz.de/10015194212

Predictors of social media influencer marketing effectiveness : a comprehensive literature review and meta-analysis

Spörl-Wang, Katja; Krause, Franziska; Henkel, Sven - In: Journal of business research : JBR 186 (2025), pp. 1-15

Persistent link: https://www.econbiz.de/10015154429

The power of generative marketing : can generative AI create superhuman visual marketing content?

Hartmann, Jochen; Exner, Yannick; Domdey, Samuel - In: International journal of research in marketing : IJRM ; … 42 (2025) 1, pp. 13-31

Persistent link: https://www.econbiz.de/10015435808

The impact of generative AI images on consumer attitudes in advertising

Zhang, Lei; Hur, Chung - In: Administrative Sciences : open access journal 15 (2025) 10, pp. 1-26

-depth research on its actual impact on marketing effectiveness within real-world marketing environments. This study addresses this …

Persistent link: https://www.econbiz.de/10015531906

Influencer marketing effectiveness : giving competence, receiving credibility

Leite, Fernanda Polli; Pontes, Nicolas; Schivinski, Bruno - In: Journal of travel and tourism marketing 41 (2024) 3, pp. 307-321

Persistent link: https://www.econbiz.de/10014513646

Soda taxes and marketing conduct

Keller, Kristopher Oliver; Guyt, Jonne; Grewal, Rajdeep - In: Journal of marketing research 61 (2024) 3, pp. 393-410

Persistent link: https://www.econbiz.de/10014584216

Fashion influencers' credibility on Instagram : the stimulus-organism-response (SOR) perspective

Luarn, Pin; Chen, Chiao-Chieh; Chiu, Yu-Ping - In: Journal of strategic marketing 33 (2025) 2, pp. 191-204

Persistent link: https://www.econbiz.de/10015546887

Color congruence on Instagram: the role of flow and aesthetic experience

Luarn, Pin; Chen, Chiao-Chieh; Chiu, Yu-Ping - In: Asia Pacific Journal of Marketing and Logistics 36 (2024) 10, pp. 2448-2463

flow and aesthetic experience, subsequently affecting marketing effectiveness. Originality/value This study contributes to …-related information. This study aims to investigate the impact of color congruence between themes and background on marketing … effectiveness, focusing specifically on Instagram. Design/methodology/approach A laboratory experiment was conducted to investigate …

Persistent link: https://www.econbiz.de/10015340971

Color congruence on Instagram : the role of flow and aesthetic experience

Luarn, Pin; Chen, Chiao-Chieh; Chiu, Yu-Ping - In: Asia Pacific journal of marketing and logistics 36 (2024) 10, pp. 2448-2463

Persistent link: https://www.econbiz.de/10015210797

Modelling the impact of social media marketing for apparel brands : evidence from India

Gupta, Amit Kumar; Srivastava, Vibhava - In: International journal of internet marketing and … 18 (2023) 2/3, pp. 242-262

Persistent link: https://www.econbiz.de/10014318339