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"I love it" versus "i recommend it" : the impact of implicit and explicit endorsement styles on electronic word-of-mouth persuasiveness
Liao, Junyun; He, Siying; Feng, Wenting; Filieri, Raffaele - In: Journal of travel research : a quarterly publication of … 63 (2024) 4, pp. 779-795
Persistent link: https://www.econbiz.de/10014582391
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How charitable appeals shape donors' donation choices : giving food or books : nuances in donors' responses to positive versus negative appeals
Hu, Jihao; Li, Tongmao; Zhou, Zhimin - In: Journal of advertising research 64 (2024) 1, pp. 39-58
Persistent link: https://www.econbiz.de/10014507677
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When is celebrity endorsement effective? : exploring the role of celebrity endorsers in enhancing key brand associations
Jun, Mina; Han, Jeongsoo; Zhou, Zhimin; Eisingerich, … - In: Journal of business research : JBR 164 (2023), pp. 1-15
Persistent link: https://www.econbiz.de/10014303797