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Can you sense without being human? : comparing virtual and human influencers endorsement effectiveness
Li, Huajun; Lei, Yueqiu; Qi, Zhou; Hong, Yuan - In: Journal of retailing and consumer services 75 (2023), pp. 1-14
Persistent link: https://www.econbiz.de/10014371688
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Not all friends are created equal : the effect of friendship type on performance of shared native ads on social media
He, Yuanqiong; Qi, Zhou; Canfield, Jessica; Hong, Yuan - In: Journal of business research : JBR 183 (2024), pp. 1-17
Persistent link: https://www.econbiz.de/10015143965
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Effect of ad-irrelevant distance cues on persuasiveness of message framing
Kulkarni, Atul A.; Hong, Yuan - In: Journal of advertising : official publication of the … 44 (2015) 3, pp. 254-263
Persistent link: https://www.econbiz.de/10011313246
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What is Advertising Content Worth? Evidence from the Motion Pictures Industry
Basuroy, Suman; Rao, Vithala R.; Ravid, S. Abraham - 2011
The large literature on the impact of advertising on consumers and firm behavior in marketing and economics has tried to distinguish between the informative and the persuasive roles of advertising. The extant literature typically uses advertising expenditure and implicitly assumes that...
Persistent link: https://www.econbiz.de/10014042253
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The impact of advertising content on movie revenues
Rao, Vithala R.; Ravid, S. Abraham Avri; Gretz, Richard T. - In: Marketing letters : a journal of research in marketing 28 (2017) 3, pp. 341-355
Persistent link: https://www.econbiz.de/10011730642