The effects of first and second screen marketing on TV viewing activity
Author:
Affiliation:
1. Institute of Electronic Commerce and Digital Markets, LMU Munich, Munich, Germany
Funder
Internet Business Cluster (IBC) e.V
Publisher
Informa UK Limited
Subject
Economics and Econometrics,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/08997764.2021.1890751
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1. Empirically Distinguishing Informative and Prestige Effects of Advertising
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4. The effect of benefits generated from interacting with branded mobile apps on consumer satisfaction and purchase intentions
5. How Can Brand-Owned Media Be Managed? Exploring the Managerial Success Factors of the New Interrelation Between Brands and Media
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