Titlebook: Advances in Advertising Research (Vol. VI); The Digital, the Cla Peeter Verlegh,Hilde Voorveld,Martin Eisend Book 2016 Springer Fachmedien

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Wolfgang Härdle,Michael Nussbaumngagement in education (Lutz et al., 2006), organizational behavior (Noland and Phillips, 2010), psychology (Avery et al., 2007), political sciences (Resnick, 2001) and information systems (Wagner and Majchrzak, 2007). In marketing consumer engagement is a strategic direction.

alliance

Designing Bootstrap Prediction Regionsation, except in situations where a social source, such as a friend, is also an expert in that product category, in which case this social source may be perceived as more reliable. This chapter looks at how well planned content creation can blur the lines between commercial and social sources of information in this new social media environment.

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形上升才刺激

Early Life in Kansas and Missouri) and another $35 billion on digital endorsements (Shayon, 2011). Celebrities have their own brand and equity, and each celebrity’s brand is important to marketers as they seek to transfer the celebrity’s image to the endorsed product (McCraken, 1989).

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