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Does eWOM matter to brand extension? : an examination of the impact of online reviews on brand extension evaluations
Liu, Xin; Hu, Jing; Xu, Bing - In: Journal of research in interactive marketing : … 11 (2017) 3, pp. 232-245
Persistent link: https://www.econbiz.de/10011779143
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Brand choice via incidental social media exposure
Humphrey, William F. <Jr.>; Laverie, Debra A.; Rinaldo, … - In: Journal of research in interactive marketing : … 11 (2017) 2, pp. 110-130
Persistent link: https://www.econbiz.de/10011760745
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To tweet or not to tweet : the effects of social media endorsements on unfamiliar sport brands and athlete endorsers
Brison, Natasha T.; Byon, Kevin K.; Baker, Thomas A., III. - In: Innovation: organization & management : IOM 18 (2016) 3, pp. 309-326
Persistent link: https://www.econbiz.de/10011619288
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Content and compliance of pharmaceutical social media marketing
Huhman, Bruce A.; Limbu, Yam B. - In: Marketing intelligence & planning 34 (2016) 7, pp. 977-999
Persistent link: https://www.econbiz.de/10011623909
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Facebook as a new advertising channel for CSR campaigns
Treviño, Teresa - In: International journal of business environment : IJBE 8 (2016) 2, pp. 176-189
Persistent link: https://www.econbiz.de/10011624595
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Impact of advertising on working and non working women with reference to their purchasing behaviour
Bansal, Sanjeev; Malik, Garima - In: Global journal of business management : GJBM 10 (2016) 1, pp. 1-11
Persistent link: https://www.econbiz.de/10011628139
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Taxonomy of Facebook messages in business-to-consumer communications : what really works?
Kwok, Linchi; Yu, Bei - In: Tourism and hospitality research : the surrey quarterly … 16 (2016) 4, pp. 311-328
Persistent link: https://www.econbiz.de/10011628837
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Measuring marketing success : estimating the effect of social media and TV advertising on brand attention
Guhl, Daniel; Winkler von Mohrenfels, Hannah; Abshagen, … - In: Marketing : ZFP ; journal of research and management 38 (2016) 1, pp. 44-54
Persistent link: https://www.econbiz.de/10011566842
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Does Facebook usage lead to conspicuous consumption? : the role of envy, narcissism and self-promotion
Taylor, David G.; Strutton, David - In: Journal of research in interactive marketing : … 10 (2016) 3, pp. 231-248
Persistent link: https://www.econbiz.de/10011567082
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Evaluating the impact of social media activities on human brand sales
Saboo, Alok R.; Kumar, V.; Ramani, Girish - In: International journal of research in marketing : IJRM ; … 33 (2016) 3, pp. 524-541
Persistent link: https://www.econbiz.de/10011596859