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Online program engagement and audience size during television ads

Fossen, Beth L.; Bleier, Alexander - In: Journal of the Academy of Marketing Science 49 (2021) 4, pp. 743-761

Persistent link: https://www.econbiz.de/10012587469

Rand communications and customer equity : the mediating role of brand knowledge and word of mouth ads

Bahreinizad, Manizheh; Esmaeilpour, Majid; Moradi, Kianoosh - In: Romanian economic and business review 15 (2020) 4, pp. 90-103

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Giving power to those having less power : NGOs, YouTube and virality

Avgeropoulou, Aikaterini; Melanthiou, Yioula - In: Journal for global business advancement : JGBA 14 (2021) 4, pp. 520-540

Persistent link: https://www.econbiz.de/10012693775

Instagram advertising among young consumers in wearable fitness trackers : the moderating role of technology acceptance factors

Gupta, Manali; Sinha, Neena; Singh, Pratibha; … - In: Journal of global marketing 34 (2021) 5, pp. 411-432

Persistent link: https://www.econbiz.de/10012695208

Does online ideal self-matter? : consumer perceptions of online brand advertisement

Waterson, Aimee Peta; Mototo, Lebogang; Chuchu, Tinashe - 2021

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The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia

Ningrum, Khoirina Kencana; Roostika, Ratna - 2021

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Exploring YouTube marketing communication : brand awareness, brand image and purchase intention in the millennial generation

Febriyantoro, Mohamad Trio - In: Cogent business & management 7 (2020) 1, pp. 1-17

Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of...

Persistent link: https://www.econbiz.de/10012621943

Impact of an innovative video demonstration on perceptions and attitudes toward McDonald's product quality

Lang, Mark; Beemer, Gary; Fernandez Gaviria, Paula - In: Journal of food products marketing : innovations in … 27 (2021) 5, pp. 243-254

Persistent link: https://www.econbiz.de/10012623355

Special issue on new insights on digital and social media advertising

Kim, Juran - In: International journal of advertising : the review of … 40 (2021) 6, pp. 849-851

Persistent link: https://www.econbiz.de/10012623901

The relationship between consumer engagements with Super Bowl ad tweets and the advertisers' official Twitter accounts : a panel data analysis of 2019 Super Bowl advertisers

Noh, Yeayoung; Kim, Hyuksoo; Kim, Kihan; Cheong, Yunjae - In: International journal of advertising : the review of … 40 (2021) 6, pp. 852-869

Persistent link: https://www.econbiz.de/10012623902