Similar Search Results

The effect of digital marketing transformation trends on consumers' purchase intention in B2B businesses : the moderating role of brand awareness

Nguyen Ngoc Hien; Tran Nguyen Huynh Nhu - In: Cogent business & management 9 (2022) 1, pp. 1-24

Digital marketing transformation is one of the important elements in a business's long-term plan. Furthermore, choosing the most optimizing and suitable marketing strategy is not really simple with B2B enterprise. Based on the theory of planned behavior and the theory of consumer behavior, this...

Persistent link: https://www.econbiz.de/10014434104

The impact of brand social media marketing on the dynamics of the company's share value

Fayvishenko, Diana; Cherniavska, Liudmyla; Bondarenko, Iryna - In: Verslas : teorija ir praktika : Vilniaus Gedimino … 24 (2023) 1, pp. 24-32

The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and...

Persistent link: https://www.econbiz.de/10014371857

Inclusive advertising featuring disability on instagram : effect on consumer well-being, brand engagement, and purchase intention

Qayyum, Abdul; Jamil, Raja Ahmed; Shah, Adnan Muhammad; … - In: Journal of retailing and consumer services 75 (2023), pp. 1-16

Persistent link: https://www.econbiz.de/10014373268

Is your brand protected? : assessing brand safety risks in digital campaigns

Johnson, Ross W.; Voorhees, Clay; Khodakarami, Farnoosh - In: Journal of advertising research 63 (2023) 3, pp. 205-220

Persistent link: https://www.econbiz.de/10014375167

Investigating the impact of Facebook advertising features on consumer behaviour

Vo Thi Huong Giang; Duy Binh Luong; Le Khoa Huan; Thi … - In: Marketing i menedžment innovacij : m&mi 14 (2023) 3, pp. 17-25

Persistent link: https://www.econbiz.de/10014375455

Has the COVID-19 pandemic changed the influence of word-of-mouth on purchasing decisions?

Byun, Kate Jeonghee; Park, Jimi; Yoo, Shijin; Cho, Minhee - In: Journal of retailing and consumer services 74 (2023), pp. 1-9

Persistent link: https://www.econbiz.de/10014364470

Framing Facebook content : an analysis of how framing strategies drive Facebook engagement

Trifiro, Briana M.; Upadahay, Akanksa; Liu, Siyu; … - In: Journal of promotion management : innovations in … 29 (2023) 8, pp. 1229-1249

Persistent link: https://www.econbiz.de/10014369763

Consumers' ambiguous perceptions of advertising disclosures in influencer marketing : disentangling the effects on current and future social media engagement

Waltenrath, Adrian - In: Electronic markets : EM ; the international journal of … 34 (2024) 1, pp. 1-24

Persistent link: https://www.econbiz.de/10015191253

The vampire effect of smartphone swiping : how atypical motor actions increase ad attention but impair brand recall

Rohrbach, Stefan; Bruns, Daniel; Langner, Tobias - In: International journal of advertising : the review of … 44 (2025) 1, pp. 5-23

Persistent link: https://www.econbiz.de/10015194212

Help me if you can : the advantage of farmers' altruistic message appeal in generating engagement with social media posts during COVID-19

Zimand-Sheiner, Dorit; Kol, Ofrit; Levy, Shalom - In: Electronic commerce research 24 (2024) 4, pp. 2405-2426

Persistent link: https://www.econbiz.de/10015196495