From Purchasing Exposure to Fostering Engagement: Brand–Consumer Experiences in the Emerging Computational Advertising Landscape

Author:

Araujo Theo1ORCID,Copulsky Jonathan R.2,Hayes Jameson L.3ORCID,Kim Su Jung4ORCID,Srivastava Jaideep5ORCID

Affiliation:

1. Amsterdam School of Communication Research (ASCoR), University of Amsterdam, Amsterdam, Netherlands;

2. Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University, Evanston, Illinois, USA;

3. Public Opinion Lab, Department of Advertising and Public Relations, University of Alabama, Tuscaloosa, Alabama, USA;

4. Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, California, USA;

5. Computer Science and Engineering, University of Minnesota, Minneapolis, Minnesota, USA

Publisher

Informa UK Limited

Subject

Marketing,Communication,Business and International Management

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