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Digital engagement on social media : how food image content influences social media and influencer marketing outcomes
Abell, Annika; Biswas, Dipayan - In: Journal of interactive marketing 58 (2023) 1, pp. 1-15
Persistent link: https://www.econbiz.de/10014228861
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Curvy digital marketing designs : virtual elements with rounded shapes enhance online click-through rates
Biswas, Dipayan; Abell, Annika; Chacko, Roger - In: Journal of consumer research : JCR ; an … 51 (2024) 3, pp. 552-570
Persistent link: https://www.econbiz.de/10015338593
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Complementing human effort in online reviews : a deep learning approach to automatic content generation and review synthesis
Carlson, Keith; Kopalle, Praveen K.; Riddell, Allen; … - In: International journal of research in marketing : IJRM ; … 40 (2023) 1, pp. 54-74
Persistent link: https://www.econbiz.de/10014281898
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The unanticipated dynamics of promoting crowdfunding donation campaigns on social media
Dehdashti, Yashar; Namin, Aidin; Ratchford, Brian Thomas; … - In: Journal of interactive marketing : a quarterly … 57 (2022) 1, pp. 1-17
Persistent link: https://www.econbiz.de/10013397504
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I like, I share, I vote : mapping the dynamic system of political marketing
Kübler, Raoul; Manke, Kai Sören; Pauwels, Koen - In: Journal of business research : JBR 186 (2025), pp. 1-16
Persistent link: https://www.econbiz.de/10015154373
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Data-driven budget allocation of retail media by ad product, funnel metric, and brand size
Qin, Vivian; Pauwels, Koen; Zhou, Bobby - In: Journal of marketing analytics : JMA 12 (2024) 2, pp. 235-249
Persistent link: https://www.econbiz.de/10015137870
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Do you want to be my "friend"? : monetary value of word-of-mouth marketing in online communities
Trusov, Michael; Bucklin, Randolph E.; Pauwels, Koen - In: GfK marketing intelligence review : Marketingforschung … 2 (2010) 1, pp. 26-33
Persistent link: https://www.econbiz.de/10003982238
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Social media metrics : a framework and guidelines for managing social media
Peters, Kay; Chen, Yubo; Kaplan, Andreas; Ognibeni, Björn - In: Journal of interactive marketing : a quarterly … 27 (2013) 4, pp. 281-298
Persistent link: https://www.econbiz.de/10010242273
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Battle of the brand fans : impact of brand attack and defense on social media
Ilhan, Behice Ece; Kübler, Raoul; Pauwels, Koen - In: Journal of interactive marketing : a quarterly … 43 (2018), pp. 33-51
Persistent link: https://www.econbiz.de/10011920058
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Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance
Pauwels, Koen; Aksehirli, Zeynep; Lackman, Andrew - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 639-655
Persistent link: https://www.econbiz.de/10011597014