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Advertising Viewability in Online Branding Campaigns

Bounie, David - 2017

technologies to measure the viewability of advertising campaigns on publisher websites. This paper discusses how the adoption of … such technologies could impact the economics of online advertising …

Persistent link: https://www.econbiz.de/10012956175

Online Consumer Review : Word-of-Mouth as a New Element of Marketing Communication Mix

Chen, Yubo; Xie, Jinhong - 2014

Online consumer product review is an emerging market phenomenon that is playing an increasingly important role in consumers' purchase decisions. This paper examines a fundamental issue concerning online consumer review, i.e., the functions such reviews have for an online marketer. We argue that...

Persistent link: https://www.econbiz.de/10014028663

The Role of Marketing in Social Media : How Online Consumer Reviews Evolve

Chen, Yubo; Fay, Scott; Wang, Qi - 2014

Social media provide an unparalleled platform for consumers to publicize their personal evaluations of purchased products and thus facilitate word-of-mouth communication. This paper examines relationships between consumer posting behavior and marketing variables - such as product price and...

Persistent link: https://www.econbiz.de/10014044476

"Older consumer? Yes! Different motivations, but an effective online brand advocate! A content marketing typology framework"

Bubphapant, Jitpisut; Brandão, Amélia Maria Pinto da Cunha - In: Qualitative market research : an international journal 27 (2024) 1, pp. 129-155

Persistent link: https://www.econbiz.de/10015324635

The effects of portal website attitude and e-services on branding of e-stores

Chen, Hsiu-li; Mathews, Shane - In: Australasian marketing journal 21 (2013) 3, pp. 155-160

Persistent link: https://www.econbiz.de/10010125796

Online branding : development of hotel branding through interactivity theory

Barreda, Albert A.; Bilgihan, Anil; Nusair, Khaldoon; … - In: Tourism management : research, policies, practice 57 (2016), pp. 180-192

Persistent link: https://www.econbiz.de/10011556039

The online framing effect : the moderating role of warning, brand familiarity, and product type

Chen, Yi-Fen; Chang, Shi-Han - In: Electronic commerce research 16 (2016) 3, pp. 355-374

Persistent link: https://www.econbiz.de/10011556563

The effect of online brand experience on brand loyalty : a web of emotions

Cleff, Thomas; Walter, Nadine; Xie, Jing - In: The IUP journal of brand management : IJBRM 15 (2018) 1, pp. 7-23

Persistent link: https://www.econbiz.de/10011873178

What does the brand say? : effects of brand feedback to negative eWOM on brand trust and purchase intentions

Bhandari, Manu; Rodgers, Shelly - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 125-141

Persistent link: https://www.econbiz.de/10011859225

The Effect of Online Brand Experience on Brand Loyalty : A Web of Emotions

Walter, Nadine - 2018

The paper analyzes how online brand experience can be measured and determines its impact on brand loyalty. Similar to … offline brand experience, online brand experience is broken down into sensory, affective, cognitive, behavioral and relational … elements of brand experience. Although online brand experience lacks physical presence such as a store, it still has the …

Persistent link: https://www.econbiz.de/10012911061