marketing effectiveness of paid search advertising and social advertising, and the moderating role of product type in it are … primarily investigated in this study. Design/methodology/approach: The interaction between paid search advertising and social … advertising and purchase is elucidated. Moreover, the moderating effects of product type on the relationship are examined. The …

Guerrilla marketing in public transport is distinguished by the fact that it usually avoids traditional advertising …. The subject of this paper is a case study of Guerrilla advertising in public transport. The aim of the paper is to assess … the usefulness of Guerrilla advertising in promoting the attractiveness of public transport. The paper discusses the …

Online advertising often involves targeting ads to certain types of consumers where ads are commonly sold by …

value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …

Advertising plays an essential role for creating brand awareness that leads to consumer behavior toward services and … products. The objective of this research is to investigate the role of mid-roll video advertising regarding its perceived … intrusiveness and value on viewers' response to those ads. Data from 200 users who have experienced mid-roll video advertising were …

Recognizing the growth of Facebook and advertising on this platform in an emerging market, we conducted a study on the … impact of Facebook advertising characteristics on the market's purchase intention. This study attempts to identify and test … mediating role of attitude towards advertising. In addition, for factors that have been shown in previous studies to have a …