Titlebook: Advances in Advertising Research X; Multiple Touchpoints Enrique Bigne,Sara Rosengren Book 2019 Springer Fachmedien Wiesbaden GmbH, part of

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書目名稱Advances in Advertising Research X影響因子(影響力)




書目名稱Advances in Advertising Research X影響因子(影響力)學(xué)科排名




書目名稱Advances in Advertising Research X網(wǎng)絡(luò)公開度




書目名稱Advances in Advertising Research X網(wǎng)絡(luò)公開度學(xué)科排名




書目名稱Advances in Advertising Research X被引頻次




書目名稱Advances in Advertising Research X被引頻次學(xué)科排名




書目名稱Advances in Advertising Research X年度引用




書目名稱Advances in Advertising Research X年度引用學(xué)科排名




書目名稱Advances in Advertising Research X讀者反饋




書目名稱Advances in Advertising Research X讀者反饋學(xué)科排名

猛擊

https://doi.org/10.1007/978-3-031-29720-5g messages, leading to increased persuasion (Calder, Malthouse, & Schaedel, 2009). Where digital consumer engagement encompasses consumer engagement via various digital platforms—from social media to company websites—one digital platform that has been receiving an increasing amount of attention in recent years is the branded app.

裁決

https://doi.org/10.1007/978-3-031-29720-5 almost three quarters of the internet users do use at least one social media channel once a month. This trend is even going on, as the amount of social media users is expected to exceed the mark of 3 billion in 2021 (eMarketer 2017).

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偶像

https://doi.org/10.1007/978-3-030-78331-0nt display formats such as banners, images, text, audio or video, together with search and social platforms ads) is estimated to take 44.0 percent of all advertising global budget in 2018 (Magna 2017).

extrovert

Border Histories and Architectures,ent of their favorite influencers on Instagram and YouTube are sponsored by brands, content creators in both Europe and the US are strongly advised to disclose any form of endorsement marketing on their channel (CAP, 2015; Federal Trade Commission, 2013; Stichting Reclame Code, 2014; Word of Mouth Marketing Association, 2013).

刺耳的聲音

Barbara Korte,Laura Ma Lojo-Rodríguezand the relatives from the countryside (three kinds of organic Vio juice drinks). The commercials of the TV campaign showed the brand’s products in typical family situations: conversations while lunch (“Mum, where do we actually coming from?”) or walks with the children in their stroller.

形容詞詞尾

Aleksandr Sautkin,Elena Philippova consequences of patient satisfaction (see e.g., Mittal 2016). As a matter of fact, traditional advertising by physicians is restricted by law and ethical considerations in many countries, thus it is not widespread at all (Bidmon, Roettl, and Terlutter 2016).

并排上下

Jan Selmer Methi,Basia Nikiforovaeld 2014). Such data is commonly used by advertisers for personalization, which has been defined as the strategic creation, modification, and adaptation of content and distribution to optimize the fit with personal characteristics, interests, preferences, communication styles, and behaviors (Bol et al. 2018).

ordain

Book 2019with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This