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Exploring the effectiveness of consumer creativity in online marketing communications

Wu, Jintao; Wen, Na; Dou, Wenyu; Chen, Junsong - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 262-276

Persistent link: https://www.econbiz.de/10010519465

Exploring the impact of consumer generated advertising (CGA) on consumer brand responses

Kennedy, Claire; Gannon, Valerie; Kennedy, Aileen - In: Journal of customer behaviour 13 (2014) 4, pp. 253-270

Persistent link: https://www.econbiz.de/10010519724

Factors affecting willingness to participate in consumer generated advertisement

Shulga, Lenna V.; Busser, James A.; Bai, Billy - In: International journal of hospitality management 74 (2018), pp. 214-223

Persistent link: https://www.econbiz.de/10011924667

Influencers as enhancers of the value co-creation experience

Morteo, Isabel - In: Global journal of business research : GJBR 12 (2018) 2, pp. 91-100

Persistent link: https://www.econbiz.de/10011926717

Impact of Facebook marketing on Lebanese athletes' decision-making process

Daou, Lindos; Sarkis, Nada; Nader, Youssef - In: International journal of sport management and marketing … 18 (2018) 5, pp. 402-416

Persistent link: https://www.econbiz.de/10011989452

Getting to know you : social media personalization as a means of enhancing brand loyalty and perceived quality

Shanahan, Tyler; Tran, Trang P.; Taylor, Erik C. - In: Journal of retailing and consumer services 47 (2019), pp. 57-65

Persistent link: https://www.econbiz.de/10011995447

Does online word-of-mouth icrease demand? (And how?) : evidence from a natural experiment

Seiler, Stephan; Yao, Song; Wang, Wenbo - 2017 - This draft: March 23, 2017

We leverage a temporary block of the Chinese microblogging platform Sina Weibo due to political events, to estimate the causal effect of online word-of-mouth content on product demand in the context of TV show viewership. Based on this source of exogenous variation, we estimate an elasticity of...

Persistent link: https://www.econbiz.de/10011862382

Advertising to early trend propagators : evidence from Twitter

Lambrecht, Anja; Tucker, Catherine; Wiertz, Caroline - In: Marketing science 37 (2018) 2, pp. 177-199

Persistent link: https://www.econbiz.de/10011864708

The effect of system generated cues on microblog rewarding repost behavior : a source credibility perspective

Wang, Lei; Qian, Da; Zhu, Lin - In: Journal of electronic commerce research : JECR 19 (2018) 1, pp. 104-118

Persistent link: https://www.econbiz.de/10011865638

Segmenting emerging markets based on consumer responses towards social network advertising

Tripathi, Shalini N.; Siddiqui, Masood H. - In: International journal of Indian culture and business … 15 (2017) 3, pp. 255-277

Persistent link: https://www.econbiz.de/10011867249