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Author:Choi, S.M.
Title:Guest editorial: Advertising and social media
Journal:International Journal of Advertising
2011 : VOL. 30:1, p. 11-12
Index terms:consumer behaviour
brands
internet
human relations
marketing management
advertising research
Freeterms:social media
word-of-mouth
user-generated content
Language:eng
Abstract:Special issue, containing the following articles:
"Introducing COBRAs: exploring motivations for brand-related social media use" by Muntinga, D.G; Moorman, M. and Smit, E.G.
"Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites" by Chu, S. and Kim, Y.
"Drivers of new product recommending and referral behaviour on social network sites" by Chatterjee, P.
"The multidimensional nature and brand impact of user-generated ad parodies in social media" by Bergh, B.G. Vanden (et. al)
"From whence it came: understanding source effects in consumer-generated advertising" by Steyn, P. (et. al)
"Peer or expert? The persuasive impact of YouTube public service announcement producers" by Paek, H. (et. al)
SCIMA record nr: 275602
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