Endorsement effectiveness of different social media influencers: The moderating effect of brand competence and warmth
S Ren, S Karimi, AB Velázquez, J Cai - Journal of Business Research, 2023 - Elsevier
This research introduces a novel classification for social media influencers, namely
informers and entertainers, and examines the impact of influencer type on engagement and …
informers and entertainers, and examines the impact of influencer type on engagement and …
YouTube marketing: how marketers' video optimization practices influence video views
W Tafesse - Internet research, 2020 - emerald.com
Purpose YouTube's vast and engaged user base makes it central to firms' digital marketing
effort. With extant studies focusing on viewers' post-view engagement behavior, however …
effort. With extant studies focusing on viewers' post-view engagement behavior, however …
Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos
SR Agrawal, D Mittal - Journal of Retailing and Consumer Services, 2022 - Elsevier
The present study attempts to examine how the various emotions expressed in customer
engagement content available on online product review videos reflect purchase intentions …
engagement content available on online product review videos reflect purchase intentions …
The role communication, informativeness, and social presence play in the social media recruitment context of an emerging economy
Both individuals and organizations extensively use the internet and social media for
communications and other purposes in the present era. The study examines the impact of …
communications and other purposes in the present era. The study examines the impact of …
A relook at the mobile advertising landscape: What are the new consumer expectations in the retailing industry?
Following the rapid proliferation of mobile devices and the phenomenal advancements in
mobile commerce, mobile advertising has since overtaken traditional advertising and seized …
mobile commerce, mobile advertising has since overtaken traditional advertising and seized …
Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling
Creativity helps marketers better address customer needs, competitive actions, and
challenges of an unpredictable environment. However, marketing academics have been …
challenges of an unpredictable environment. However, marketing academics have been …
Towards an understanding of meme marketing: conceptualisation and empirical evidence
Meme marketing taps into the potential of digital culture. Despite considerable practitioner
interest, meme marketing is under-researched. The present study aims to fulfil two purposes …
interest, meme marketing is under-researched. The present study aims to fulfil two purposes …
Spot-on creativity: Creativity biases and their differential effects on consumer responses in (non-) real-time marketing
K Mazerant, LM Willemsen… - Journal of …, 2021 - journals.sagepub.com
A challenge in digital content marketing is to create meaningful messages on meaningful
moments. To do so, brands frequently align social media messages with topical moments …
moments. To do so, brands frequently align social media messages with topical moments …
The anatomy of viral advertising: A content analysis of viral advertising from the elaboration likelihood model perspective
S Segev, J Fernandes - Journal of Promotion Management, 2023 - Taylor & Francis
This study is a quantitative content analysis of 445 viral video ads shared online between
2009 and 2019. Using the framework of the Elaboration Likelihood Model (ELM) that …
2009 and 2019. Using the framework of the Elaboration Likelihood Model (ELM) that …
[图书][B] Marketing communications
Marketing communication is a dynamic industry, which continues to change and adapt to
new technologies, media consumption patterns and communication interfaces between …
new technologies, media consumption patterns and communication interfaces between …