Read e-book online Advances in Advertising Research (Vol. VII): Bridging the PDF

By George Christodoulides, Anastasia Stathopoulou, Martin Eisend

ISBN-10: 3658152192

ISBN-13: 9783658152192

ISBN-10: 3658152206

ISBN-13: 9783658152208

Focusing on a variety of ads codecs, this booklet presents overseas cutting-edge examine inter alia at the quickly evolving and more and more advanced advertisements panorama that increases a couple of demanding situations for advertisers. additional examine is required to lead offerings concerning advert content material and execution, media placement, social networks, and crusade effectiveness. Advances in ads learn are released by way of the ecu ads Academy (EAA). This quantity is a selective number of learn awarded on the 14th overseas convention in ads (ICORIA), which used to be held in London (UK) in July 2015. The convention collected greater than a hundred and fifty contributors from quite a few international locations from approximately all continents, together with Europe, North and South the USA, Asia, and Australia.

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Extra info for Advances in Advertising Research (Vol. VII): Bridging the Gap between Advertising Academia and Practice

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7 Acknowledgments This study received financial support from National Natural Science Foundation of China (Grants No. 71372177 and 71072152), as well as research grants GIU 11/17, STK S-PE 10UN29, EHU 10/13 and FESIDE Foundation. 38 8 Apaolaza, Hartmann, He, Barrutia, and Echebarria References Anderson, J. C. and Gerbing, D. W. (1988), “Structural equation modeling in practice: A review and recommended two-step approach,” in: Psychological Bulletin, Vol. 103, 411-423. ; He, J. and Hartmann, P. (2014), “The effect of gratifications derived from use of the social networking site Qzone on Chinese adolescents’ positive mood,” in: Computers in Human Behavior, Vol.

2008), “Towards an understanding of the behavioral intention to use online news services,” in: Internet Research, Vol. 18, 3, 286–312. Jackson, L. A. and Wang, J. L. (2013), “Cultural differences in social networking site use: A comparative study of China and the United States,” in: Computers in Human Behavior, Vol. 29, 910-921. Jöreskog, K. G. and Sörbom, D. (1984), LISREL VI user’s guide. Mooresville, IN: Scientific Software. Kang, Y. S. and Lee, H. (2010), “Understanding the role of an IT artifact in online service continuance: An extended perspective of user satisfaction,” in: Computers in Human Behavior, Vol.

4, 3, 122-133. Papacharissi, Z. and Rubin, A. M. (2000), “Predictors of Internet use,” in: Journal of Broadcasting & Electronic Media, Vol. 44, 2, 175–196. ; Kee, K. F. and Valenzuela, S. (2009), “Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes,” in: CyberPsychology & Behavior, Vol. 12, 6, 729-733. Rowley, J. (2009), “Online branding strategies of UK fashion retailers,” in: Internet Research, Vol. 19, 3, 348-369. ; Moretta, A. and Bruni, R.

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Advances in Advertising Research (Vol. VII): Bridging the Gap between Advertising Academia and Practice by George Christodoulides, Anastasia Stathopoulou, Martin Eisend


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