[PDF][PDF] Social media advertising effectiveness: A conceptual framework and empirical validation
L Lou, J Koh - Asia Pacific Journal of Information Systems, 2018 - researchgate.net
… advertising. This study investigates how features of brand content influence social media
advertising effectiveness by … -response model and classic advertising effectiveness models. An …
advertising effectiveness by … -response model and classic advertising effectiveness models. An …
How does mobility affect social media advertising effectiveness? A study in WeChat
… This study aims to investigate how aspects of mobility affect social media advertising
effectiveness (ie consumer purchase intention) on mobile platforms from the perspective of the fit-…
effectiveness (ie consumer purchase intention) on mobile platforms from the perspective of the fit-…
[PDF][PDF] The role of social media on enhancing advertising effectiveness
D Lakshmanan, SR Basariya - International Journal of Civil …, 2017 - researchgate.net
… Despite the current boom of Social networking sites for marketing, this study reveals that
effectiveness of advertising through social networking sites. However, a Social networking site …
effectiveness of advertising through social networking sites. However, a Social networking site …
Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity
J Lee, IB Hong - International Journal of Information Management, 2016 - Elsevier
… Thus, the present research argues that SNS advertising effectiveness should be evaluated
via emotional appeal instead of entertainment; emotional appeal is an integrative concept …
via emotional appeal instead of entertainment; emotional appeal is an integrative concept …
How effective is social media advertising? A study of facebook social advertisements
D Carmichael, D Cleave - 2012 International Conference for …, 2012 - ieeexplore.ieee.org
… Therefore social media provides tantalizing hints of untold promise, but with not … social
media advertising suggests an interesting question that this paper seeks to address 'is it effective …
media advertising suggests an interesting question that this paper seeks to address 'is it effective …
Brand engagement on social media: will firms' social media efforts influence search engine advertising effectiveness?
S Yang, S Lin, JR Carlson… - Journal of Marketing …, 2016 - Taylor & Francis
… advertising? To explore the relationship between brand engagement on social media and
search engine advertising effectiveness, … and search engine advertisement data from Google. …
search engine advertising effectiveness, … and search engine advertisement data from Google. …
Social advertising effectiveness in driving action: a study of positive, negative and coactive appeals on social media
… on social media advertising effectiveness is important theoretically and practically. Theoretically,
the current study extends social media … enables advertisers to create effective behavior …
the current study extends social media … enables advertisers to create effective behavior …
The influence of perceived ad relevance on social media advertising: An empirical examination of a mediating role of privacy concern
AR Jung - Computers in human behavior, 2017 - Elsevier
… The purpose of this study is to examine how perceived ad relevance and privacy concern
influence the effectiveness of social media ads in terms of attention and avoidance. The results …
influence the effectiveness of social media ads in terms of attention and avoidance. The results …
[PDF][PDF] Social media advertising response and its effectiveness: Case of South Asian teenage customers
… The study selected four popular social networking sites such … responses about social media
and social media advertising. The … and developing social media platform for advertisement in …
and social media advertising. The … and developing social media platform for advertisement in …
Consumer response towards social media advertising: Effect of media interactivity, its conditions and the underlying mechanism
… mechanics, anthropomorphism, and found its conditional effect on interactivity and message
vividness in strengthening the effect of advertisement effectiveness in social media platforms…
vividness in strengthening the effect of advertisement effectiveness in social media platforms…
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