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Cross-platform advertising : current practices and issues for the future : why the gross rating point metric should thrive in today's fragmented media world

Neijens, Peter; Voorveld, Hilde - In: Journal of advertising research 55 (2015) 4, pp. 362-367

Persistent link: https://www.econbiz.de/10011429015

Contrasting perspectives – practitioner’s viewpoint on personalised marketing communication

Strycharz, Joanna; van Noort, Guda; Helberger, Natali; … - In: European Journal of Marketing 53 (2019) 4, pp. 635-660

Purpose The purpose of this paper is to provide insights into personalisation from a practitioner’s perspective to bridge the practitioner-academia gap and steer the research agenda. A wide scope of research has investigated personalisation from a consumer perspective. The current study aims...

Persistent link: https://www.econbiz.de/10012067983

Brand relationship quality and its value for personal contact

Smit, Edith; Bronner, Fred; Tolboom, Maarten - In: Journal of Business Research 60 (2007) 6, pp. 627-633

Persistent link: https://www.econbiz.de/10005466350

Consumers' cross-channel use in online and offline purchases : an analysis of cross-media and cross-channel behavior between products

Voorveld, Hilde; Smit, Edith G.; Neijens, Peter C.; … - In: Journal of advertising research 56 (2016) 4, pp. 385-400

Persistent link: https://www.econbiz.de/10011628615

Dissociating explicit and implicit effects of cross-media advertising

Vandeberg, Lisa; Murre, Jaap M. J.; Voorveld, Hilde; … - In: International journal of advertising : the quarterly … 34 (2015) 5, pp. 744-764

Persistent link: https://www.econbiz.de/10011547770

The underlying mechanism of multiscreen effects

Segijn, Claire M.; Voorveld, Hilde; Smit, Edith G. - In: Journal of advertising : official publication of the … 45 (2016) 4, pp. 391-402

Persistent link: https://www.econbiz.de/10011633839

Engagement with social media and social media advertising : the differentiating role of platform type

Voorveld, Hilde; Noort, Guda van; Muntinga, Daniël G.; … - In: Journal of advertising : official publication of the … 47 (2018) 1, pp. 38-54

Persistent link: https://www.econbiz.de/10011848771

Segijn, Claire M.; Voorveld, Hilde; Smit, Edith G. - In: Journal of advertising : official publication of the … 46 (2017) 4, pp. 455-472

Persistent link: https://www.econbiz.de/10011798703

Insight into everyday media use with multiple screens

Segijn, Claire M.; Voorveld, Hilde; Vandeberg, Lisa; … - In: International journal of advertising : the quarterly … 36 (2017) 5, pp. 779-797

Persistent link: https://www.econbiz.de/10011799724

Brand communication in social media : a research agenda

Voorveld, Hilde - In: Journal of advertising 48 (2019) 1, pp. 14-26

Persistent link: https://www.econbiz.de/10012201388