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Brand engagement on social media : will firms' social media efforts influence search engine advertising effectiveness?
Yang, Shuai; Lin, Shan; Carlson, Jeffrey R.; Ross, … - In: Journal of marketing management : MM 32 (2016) 5/6, pp. 526-557
Persistent link: https://www.econbiz.de/10011483113
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The effectiveness of contextual competitive targeting in conjunction with promotional incentives
Song, Yiping; Phang, Chee Wei; Yang, Shuai; Luo, Xueming - In: International journal of electronic commerce : IJEC 22 (2018) 3, pp. 349-385
Persistent link: https://www.econbiz.de/10011884539
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Matching exactly or semantically? : an examination of the effectiveness of synonymbased matching strategy in Chinese paid search market
Yang, Shuai; Song, Yiping; Pancras, Joseph - In: Journal of electronic commerce research : JECR 18 (2017) 1, pp. 32-51
Persistent link: https://www.econbiz.de/10011669611
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1 + 1 < 2! : effects of social media engagement and advertising on firm value of tourism and hospitality companies
Yang, Shuai; Liu, Yahui; Wu, Xiaojun - In: Journal of hospitality & tourism research : JHTR ; the … 45 (2021) 8, pp. 1417-1439
Persistent link: https://www.econbiz.de/10012624201
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How do implausible tensile price claims affect consumer perceptions of deceptiveness and consumer willingness to purchase in online environments?
Chang, Xinyu; Zheng, Hualu; Yang, Shuai; Huang, Lu; … - In: Journal of interactive marketing 60 (2025) 1, pp. 100-121
Persistent link: https://www.econbiz.de/10015187618
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Charity ugliness premium : donors' empathy for unattractiveness during the COVID-19 pandemic and implications for charity advertising
Yu, Ziyue; Yang, Shuai; Zheng, Hualu; Chang, Xinyu - In: Journal of consumer behaviour 23 (2024) 3, pp. 1463-1477
Persistent link: https://www.econbiz.de/10014575969