Results 111 to 120 of about 1,255,569 (308)

Social Media Influencers in Firm‐Based Marketing Campaign Phases—A Content Analysis and Future Research Agenda

Journal of Consumer Behaviour, EarlyView.
ABSTRACT The purpose of this study is to explore the different phases of social media influencers in firm‐based marketing campaigns using a content analysis. The authors categorized the existing studies into twenty (20) major themes of social media influencers in consumer engagement by considering the analytical framework of Maciel and Fischer ...
Prakash Singh, Nirma Sadamali Jayawardena, Park Thaichon   +2 more
wiley   +1 more source

Forms and Content of Social Advertising: Raising Risk Awareness and Alert Behavior Patterns in Online Communication

Виртуальная коммуникация и социальные сети
As teenagers and young people grow more and more dependent on online communication, they become more psychologically vulnerable to numerous potential threats that thrive on the Internet. Social advertising may help to develop the necessary risk awareness
Aleksandr V. Ovrutsky, Gulnora K. Ovrutskaya   +1 more
doaj   +1 more source

INTEGRATED ADVERTISING CAMPAIGN

Analele Universităţii Constantin Brâncuşi din Târgu Jiu : Seria Economie, 2010
Campaign and especially advertising campaign represents one of the variables of the marketing mix, an important one, being difficult to separate its contribution from the one of the other elements. Irrespective of the specific object that is behind an advertising company, the investment will be retrieved only if the right information is transmitted to ...
Adina Claudia NEAMŢU, LIVIU NEAMTU
openaire   +1 more source

The representation of the Italian culture in Nike's Campaigns: A cross-linguistic analysis

, 2023
reservedEffective advertising is essential for big companies to make an impact, but how is it possible to archive it? What makes advertisement effective in a globalised world?
PADOIN, AURORA
core  

Influencer Popularity and Its Impact on Consumer Connectivity and Electronic Word‐of‐Mouth

Journal of Consumer Behaviour, EarlyView.
ABSTRACT This study investigates how digital influencers' popularity interacts with communication style (endorsement vs. direct advertising) to influence consumer connection and electronic word‐of‐mouth intention (eWOM). Drawing on three experimental studies (N = 632), the research demonstrates that endorsement communication fosters stronger eWOM ...
Emílio José Montero Arruda Filho, Ronny Luis Sousa Oliveira, Emanuelle Caroline da Silva da Silva   +2 more
wiley   +1 more source

Global advertising issues: Theory, strategy, and challenges

Global advertising is one of the most controversial issues among practitioners and scholars over the last 50 years. Multinational companies launch advertising campaigns across nations and effectively communicate with people in today's global market ...
Uysal, Neslihan
core  

Good Deeds for Self‐Gain? How Self‐Enhancement Motivates Pro‐Environmental Behaviour in Entitled Consumers

Journal of Consumer Behaviour, EarlyView.
ABSTRACT While personality traits often influence individuals' willingness to engage in prosocial and pro‐environmental behaviours, psychological entitlement tends to undermine such actions. Although extensive research has highlighted the negative social consequences of entitlement, including its impact on pro‐environmental behaviours, its potential to
Alexandra Polyakova
wiley   +1 more source

Brand promotion through online advertising: current tools

Цифровая социология
In the conducted research, the authors describe the features of brand promotion using Internet marketing tools. The key types of online advertising and their differences are given alongside with the data on the Internet advertising market and its ...
K. A. Arzhanova, A. I. Eremeeva
doaj   +1 more source

Making Brand Visible: Advertising Elements Influencing Visual Attention to the Brand [PDF]

Journal of Emerging Trends in Marketing and Management, 2016
Advertising is a trillion dollar industry, which reveals the importance for each of the company investing in advertising to create effective advertising campaigns in order to make investments profitable.
Grigaliūnaitė, Viktorija, Pilelienė, Lina   +1 more
doaj  

Heuristic optimization algorithms for advertising campaigns

Expert Systems with Applications
In this paper, two optimization problems within the scope of marketing campaign design are studied. In particular, two ad positioning problems are analyzed with the objective of minimizing the cost of all the chosen media while ensuring that a set of constraints is fulfilled.
Álvaro Seco, Natalia López, Fernando Rubio 0001   +2 more
openaire   +3 more sources