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Not all clicks are equal : detecting engagement with digital content
Zhou, Yayu; Calder, Bobby J.; Malthouse, Edward C.; … - In: Journal of media business studies 19 (2022) 2, pp. 90-107
Persistent link: https://www.econbiz.de/10013327902
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Kellogg on advertising & media : the Kellogg School of Management
Calder, Bobby J. (contributor) - 2008
Persistent link: https://www.econbiz.de/10003676945
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Media engagement
Calder, Bobby J.; Malthouse, Edward C. - In: Medien im Marketing : Optionen der Unternehmenskommunikation, (pp. 253-291). 2009
Persistent link: https://www.econbiz.de/10003771420
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Media engagement and advertising effectiveness
Calder, Bobby J.; Malthouse, Edward C. - In: Kellogg on advertising & media : the Kellogg School of …, (pp. 1-36). 2008
Persistent link: https://www.econbiz.de/10003755902