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Improving the effectiveness of advertising in Internet social networking

Rejón-Guardia, Francisco; Sánchez-Fernández, Juan; … - 2012

Persistent link: https://www.econbiz.de/10009488306

The impact of risk on the technological acceptance of mobile payment services

Liébana-Cabanillas, F.; Muñoz-Leiva, F.; … - In: Global business perspectives 1 (2013) 4, pp. 309-328

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Web Acceptance Model (WAM) : moderating effects of user experience

Castañeda, J. Alberto; Muñoz-Leiva, Francisco; Luque … - In: Information & management : the internat. journal of … 44 (2007) 4, pp. 384-396

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The effect of online message congruence, destination-positioning, and emojis on users' cognitive effort and affective evaluation

García-Carrión, Beatriz; Muñoz-Leiva, Francisco; … - In: Journal of destination marketing & management : JDMM 31 (2024), pp. 1-13

Persistent link: https://www.econbiz.de/10015076553

The role of customer brand engagement in the use of Instagram as a "shop window" for fashion-industry social commerce

Molina-Prados, Aida; Muñoz-Leiva, Francisco; … - In: Journal of fashion marketing and management 26 (2022) 3, pp. 495-515

Persistent link: https://www.econbiz.de/10013384541

Exploring destination positioning and message congruence in tourism management : an eye-tracking and fMRI study

García-Carrión, Beatriz; Barrio-García, Salvador del; … - In: Tourism management : research, policies, practice 108 (2025), pp. 1-14

Persistent link: https://www.econbiz.de/10015337303

Surprise me with the visual representation of the brand in social commerce! : an eye-tracking study based on user characteristics

Muñoz-Leiva, Francisco; Herzallah, Doaa; … - In: European journal of management and business economics : … 34 (2025) 3, pp. 384-403

Purpose This study examines the role of logotypes in advertising effectiveness on s-commerce platforms by analyzing the visual attention paid by the consumer to fashion branding - wordmarks or combination marks - and their subsequent recall. Design/methodology/approach The study examines the...

Persistent link: https://www.econbiz.de/10015414943