Advances in Advertising Research (Vol. VI)
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Published By Springer Fachmedien Wiesbaden

9783658105570, 9783658105587
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How to Achieve a Social Media Transformation

2015 ◽  
pp. 25-36
Author(s):  
Mark Kilgour ◽  
Sheila Sasser ◽  
Roy Larke
Keyword(s):  
Social Media ◽  
Media Transformation

The Effects of Gender Egalitarian Appeals in Advertisements on American Consumers

2015 ◽  
pp. 147-161
Author(s):  
Barbara Mueller ◽  
Sandra Diehl ◽  
Ralf Terlutter

PEER: Looking into Consumer Engagement in e-WOM through Social Media

2015 ◽  
pp. 11-24 ◽  
Author(s):  
Leonidas Ηatzithomas ◽  
Christina Boutsouki ◽  
Vassilis Pigadas ◽  
Yorgos Zotos
Keyword(s):  
Social Media ◽  
Consumer Engagement

Discovering Twitter Metrics for Creative Super Bowl Campaigns

2015 ◽  
pp. 37-50
Author(s):  
Chong Oh ◽  
Sheila Sasser ◽  
Chelsea Lockwood-White ◽  
Soliman Almahmoud
Keyword(s):  
Super Bowl

Implicit and Explicit Measures: What Their Dissociations Reveal About the Workings of Advertising

2015 ◽  
pp. 269-279
Author(s):  
Lisa Vandeberg ◽  
Annemarie M. Wennekers ◽  
Jaap M.J. Murre ◽  
Edith G. Smit
Keyword(s):  
Implicit And Explicit ◽  
Explicit Measures
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