Search Results - subject:"World Wide Web 2.0"

Social media marketing and brand loyalty : exploring interrelationships through symmetrical and asymmetrical modeling

Ali, Faizan; Suveatwatanakul, Chokechai; Nanu, Luana; … - In: Spanish journal of marketing 29 (2025) 1, pp. 114-135

Persistent link: https://www.econbiz.de/10015190421

Cultural differences in microblogging : how Western IT companies adapt Twitter (X) activities to the Chinese Weibo context

Zhang, Shu; Jong, Menno D. T. de; Gosselt, Jordy F. - In: Journal of international consumer marketing 37 (2025) 1, pp. 72-87

Persistent link: https://www.econbiz.de/10015191966

Act your age to engage : field evidence on parent versus brand extension

Tincknell, Liam; Mathmann, Frank; Torgler, Benno; … - In: The journal of brand management : an international journal 32 (2025) 1, pp. 34-49

Persistent link: https://www.econbiz.de/10015192501

Influencer marketing unlocked : understanding the value chains driving the creator economy

Libai, Barak; Rosario, Ana Babić; Beichert, Maximilian; … - In: Journal of the Academy of Marketing Science 53 (2025) 1, pp. 4-28

Persistent link: https://www.econbiz.de/10015192976

Gender and digital rights : an empirical study among young entrepreneurs

Fariña-Sánchez, Marisa; Gutiérrez-Santiuste, Elba - In: Administrative Sciences : open access journal 15 (2025) 1, pp. 1-18

Digital rights have been little studied from a gender perspective until now. This research analyses, from a gender perspective, the characteristics of young entrepreneurs, the use of social media in their entrepreneurial projects, and their observance of digital rights. It uses a descriptive...

Persistent link: https://www.econbiz.de/10015193013

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

(Not) the right time for social media ads? : exploring the impact of social media detox on attention to the ad

Kopka, Julian Felix; Borgmann, Lennart Wolfgang; … - In: International journal of advertising : the review of … 44 (2025) 1, pp. 87-108

Persistent link: https://www.econbiz.de/10015194216

How does persuasion knowledge differ between humanlike virtual influencers and human influencers?

Willemsen, Lotte M.; Withuis, Iris; Brom, Marije; … - In: International journal of advertising : the review of … 44 (2025) 1, pp. 109-130

Persistent link: https://www.econbiz.de/10015194217

Exploring the effectiveness of digital manipulation disclosures for Instagram posts on source credibility and authenticity of social media influencers

Mucundorfeanu, Meda; Balaban, Delia Cristina; Mauer, Marius - In: International journal of advertising : the review of … 44 (2025) 1, pp. 131-163

Persistent link: https://www.econbiz.de/10015194218

Acting real : a cross-cultural investigation of finfluencer strategic authenticity

Zhu, Lin; Wang, Yan - In: International journal of advertising : the review of … 44 (2025) 1, pp. 164-183

Persistent link: https://www.econbiz.de/10015194219