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Effects of Twitter, communication styles on consumers' brand personality perceptions, attitudes and purchase intentions

Zhang, Xiaochen Angela - In: International journal of internet marketing and … 11 (2017) 2, pp. 158-182

Persistent link: https://www.econbiz.de/10011741658

Personality or skill : a qualitative study of humorous recruitment advertising campaign on social media

Oikarinen, Eeva-Liisa; Sinisalo, Jaakko - In: International journal of internet marketing and … 11 (2017) 1, pp. 22-43

Persistent link: https://www.econbiz.de/10011741667

The effects of social presence, contextual congruence and source credibility in evaluation of online advertising on news websites

Um, Nam-Hyun - In: International journal of internet marketing and … 11 (2017) 1, pp. 64-82

Persistent link: https://www.econbiz.de/10011742798

Why we watch others' responses to online advertising - investigating users' motivations for viewing user-generated content in the context of online advertising

Knoll, Johannes; Proksch, Ramona - In: Journal of marketing communications 23 (2017) 4, pp. 400-412

Persistent link: https://www.econbiz.de/10011743990

Does viral communication context increase the harmfulness of controversial taboo advertising?

Sabri, Ouidade - In: Journal of business ethics : JOBE 141 (2017) 2, pp. 235-247

Persistent link: https://www.econbiz.de/10011701132

Marketing mit Youtube

Nufer, Gerd; Kaps, Anne - Fachhochschule Reutlingen / European School of Business - 2017

Die Video-Plattform Youtube ist eine der meistbesuchten Webseiten weltweit. Youtube-Stars erreichen mit ihren Videos große Zuschauergruppen und können als Multiplikatoren für Wer-bebotschaften dienen. Sie sind oftmals Meinungsführer, denen hohes Vertrauen entgegen-gebracht wird, weshalb sie...

Persistent link: https://www.econbiz.de/10011704305

Social eWOM : does it affect the brand attitude and purchase intention of brands?

Kudeshia, Chetna; Kumar, Amresh - In: Management research review 40 (2017) 3, pp. 310-330

Persistent link: https://www.econbiz.de/10011704389

The effects of social media on brand attitude and WOM during a brand crisis : evidences from the Barilla case

Pace, Stefano; Balboni, Bernardo; Gistri, Giacomo - In: Journal of marketing communications 23 (2017) 2, pp. 135-148

Persistent link: https://www.econbiz.de/10011706457

Processes and effects of targeted online advertising among children

Reijmersdal, Eva A. van; Rozendaal, Esther; Smink, Nadia; … - In: International journal of advertising : the quarterly … 36 (2017) 3, pp. 396-414

Persistent link: https://www.econbiz.de/10011707392

Effect of social networking advertisements on shaping consumers' attitude

Mukherjee, Kaustav; Banerjee, Neelotpaul - In: Global business review 18 (2017) 5, pp. 1291-1306

Persistent link: https://www.econbiz.de/10011778372

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