More than meets the eye: The functional components underlying influencer marketing C Campbell, JR Farrell Business Horizons 63 (4), 469-479, 2020 | 893 | 2020 |
Ad lib: When customers create the ad P Berthon, L Pitt, C Campbell California Management Review 50 (4), 6-30, 2008 | 659 | 2008 |
Understanding consumer conversations around ads in a Web 2.0 world C Campbell, LF Pitt, M Parent, PR Berthon Journal of Advertising 40 (1), 87-102, 2011 | 570 | 2011 |
From data to action: How marketers can leverage AI C Campbell, S Sands, C Ferraro, HYJ Tsao, A Mavrommatis Business Horizons 63 (2), 227-243, 2020 | 398 | 2020 |
Good Native Advertising Isn’t a Secret C Campbell, LJ Marks Business Horizons 58 (6), 599-606, 2015 | 289 | 2015 |
The challenges native advertising poses: Exploring potential federal trade commission responses and identifying research needs C Campbell, PE Grimm Journal of Public Policy & Marketing 38 (1), 110-123, 2019 | 241 | 2019 |
Segmenting consumer reactions to social network marketing C Campbell, C Ferraro, S Sands European Journal of Marketing 48 (3/4), 432-452, 2014 | 196 | 2014 |
Does brand meaning exist in similarity or singularity? P Berthon, LF Pitt, C Campbell Journal of Business Research 62 (3), 356-361, 2009 | 195 | 2009 |
Unreal influence: Leveraging AI in influencer marketing S Sands, CL Campbell, K Plangger, C Ferraro European Journal of Marketing, 2022 | 168 | 2022 |
Segmenting multichannel consumers across search, purchase and after-sales S Sands, C Ferraro, C Campbell, J Pallant Journal of Retailing and Consumer Services 33, 62-71, 2016 | 164 | 2016 |
Managing the human–chatbot divide: how service scripts influence service experience S Sands, C Ferraro, C Campbell, HY Tsao Journal of Service Management 32 (2), 246-264, 2021 | 141 | 2021 |
Preparing for an era of deepfakes and AI-generated ads: A framework for understanding responses to manipulated advertising C Campbell, K Plangger, S Sands, J Kietzmann Journal of Advertising 51 (1), 22-38, 2022 | 139 | 2022 |
The role of a companion banner and sponsorship transparency in recognizing and evaluating article-style native advertising C Campbell, NJ Evans Journal of Interactive Marketing 43 (1), 17-32, 2018 | 132 | 2018 |
Understanding why consumers don't skip pre-roll video ads C Campbell, F Mattison Thompson, PE Grimm, K Robson Journal of Advertising 46 (3), 411-423, 2017 | 131 | 2017 |
Tracking back-talk in consumer-generated advertising: an analysis of two interpretative approaches C Campbell, LF Pitt, M Parent, P Berthon Journal of Advertising Research 51 (1), 224-238, 2011 | 107 | 2011 |
Advertisements just aren't advertisements anymore: A new typology for evolving forms of online “advertising” C Campbell, J Cohen, J Ma Journal of Advertising Research 54 (1), 7-10, 2014 | 105 | 2014 |
An exploratory study into brand alignment in B2B relationships C Campbell, L Papania, M Parent, D Cyr Industrial Marketing Management 39 (5), 712-720, 2010 | 105 | 2010 |
Exploring why consumers engage in boycotts: Toward a unified model CM Albrecht, C Campbell, D Heinrich, M Lammel Journal of Public Affairs 13 (2), 180-189, 2013 | 89 | 2013 |
Placing a hand in the fire: Assessing the impact of a YouTube experiential learning project on viral marketing knowledge acquisition NJ Payne, C Campbell, AS Bal, N Piercy Journal of Marketing Education 33 (2), 204-216, 2011 | 85 | 2011 |
Trait and image interaction: In ecotourism preference RE Krider, A Arguello, C Campbell, JD Mora Annals of Tourism research 37 (3), 779-801, 2010 | 76 | 2010 |