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Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions in Consumer-generated and Brand-generated Platforms

van Noort, Guda; Willemsen, Lotte M. - In: Journal of interactive marketing : a quarterly … 26 (2012) 3, pp. 131-141

Persistent link: https://www.econbiz.de/10009983950

Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers' Online Flow Experience

van Noort, Guda; Voorveld, Hilde A.M.; van Reijmersdal, … - In: Journal of interactive marketing : a quarterly … 26 (2012) 4, pp. 223-235

Persistent link: https://www.econbiz.de/10010015455

Chapter 2 Consumer Responses to Creative Media Advertising: A Literature Review

Eelen, Jiska; Rauwers, Fabiënne; Wottrich, Verena M.; … - In: Advertising in new formats and media : current research …, (pp. 19-46). 2016

Purpose This chapter provides an overview of the state of knowledge about creative media advertising; choosing a novel medium that implicitly communicates the message. It explains what creative media advertising is and how it differs from other unconventional marketing communication formats. It...

Persistent link: https://www.econbiz.de/10015366520