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An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness

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  1. Rubin, Dan & Mohr, Iris & Kumar, V., 2022. "Beyond the box office: A conceptual framework for the drivers of audience engagement," Journal of Business Research, Elsevier, vol. 151(C), pages 473-488.
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  3. Shahbaznezhad, Hamidreza & Dolan, Rebecca & Rashidirad, Mona, 2021. "The Role of Social Media Content Format and Platform in Users' Engagement Behavior," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 47-65.
  4. Kuisma, Jarmo & Simola, Jaana & Uusitalo, Liisa & Öörni, Anssi, 2010. "The Effects of Animation and Format on the Perception and Memory of Online Advertising," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 269-282.
  5. Wang, Tien & Lee, Fu-Yu, 2020. "Examining customer engagement and brand intimacy in social media context," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
  6. Darina Pavlova, 2018. "Customer Equity Management through Customer Engagement: A Critical Review," Global Economic Observer, "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences;Institute for World Economy of the Romanian Academy, vol. 6(1), June.
  7. Kharouf, Husni & Biscaia, Rui & Garcia-Perez, Alexeis & Hickman, Ellie, 2020. "Understanding online event experience: The importance of communication, engagement and interaction," Journal of Business Research, Elsevier, vol. 121(C), pages 735-746.
  8. Jesús J. Cambra-Fierro & María Fuentes-Blasco & Rocío Huerta-Álvarez & Ana Olavarría, 2021. "Customer-based brand equity and customer engagement in experiential services: insights from an emerging economy," Service Business, Springer;Pan-Pacific Business Association, vol. 15(3), pages 467-491, September.
  9. Mukta Srivastava & Sreeram Sivaramakrishnan & Gordhan K. Saini, 2021. "The Relationship Between Electronic Word-of-Mouth and Consumer Engagement: An Exploratory Study," IIM Kozhikode Society & Management Review, , vol. 10(1), pages 66-81, January.
  10. Jean-François Toti & Oliviane Brodin, 2020. "Les effets du détournement publicitaire à caractère militant sur la marque détournée," Post-Print hal-03349475, HAL.
  11. Buzeta, Cristian & De Pelsmacker, Patrick & Dens, Nathalie, 2020. "Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 79-98.
  12. Sheena Lovia Boateng & Bedman Narteh, 2016. "Online relationship marketing and affective customer commitment – The mediating role of trust," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 21(2), pages 127-140, June.
  13. Angela Maria D’Uggento & Albino Biafora & Fabio Manca & Claudia Marin & Massimo Bilancia, 2023. "A text data mining approach to the study of emotions triggered by new advertising formats during the COVID-19 pandemic," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(3), pages 2303-2325, June.
  14. Pagani, Margherita & Malacarne, Giovanni, 2017. "Experiential Engagement and Active vs. Passive Behavior in Mobile Location-based Social Networks: The Moderating Role of Privacy," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 133-148.
  15. Sheeraz, Muhammad & Tanweer, Mariam & Khan, Kanwal Iqbal & Mahmood, Shahid, 2017. "Strengthening Consumer Brand Relationships through Consumer Engagement: Online Brand Communities in Landscape of Social Media," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 37(2), pages 593-607.
  16. Rather, Raouf Ahmad & Hollebeek, Linda D., 2021. "Customers’ service-related engagement, experience, and behavioral intent: Moderating role of age," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
  17. van Noort, Guda & van Reijmersdal, Eva A., 2019. "Branded Apps: Explaining Effects of Brands' Mobile Phone Applications on Brand Responses," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 16-26.
  18. Simon, Françoise & Tossan, Vesselina, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Journal of Business Research, Elsevier, vol. 85(C), pages 175-184.
  19. Uzma Noor & Tahira Awan & Muhammad Zahid, 2019. "Examining the impact of personalization on online advertising engagement: Moderating role of privacy concerns of online users," Business Review, School of Economics and Social Sciences, IBA Karachi, vol. 14(2), pages 31-46, July-Dece.
  20. Magno, Francesca, 2017. "The influence of cultural blogs on their readers’ cultural product choices," International Journal of Information Management, Elsevier, vol. 37(3), pages 142-149.
  21. Singh, Akansha & Pathak, Govind Swaroop, 2020. "The quest for consumer engagement via cause-related marketing: A mixed method study in an emerging economy," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
  22. Oliviane Brodin & Marie Beck & Laurent Carpentier & Dominique Crié, 2015. "Se voir et être vu dans un miroir virtuel : les effets comportementaux et attitudinaux de l’engagement corporel et social lors d’une expérience de shopping en ligne," Post-Print hal-03350200, HAL.
  23. Tran, Trang P. & Mai, Enping Shirley & Taylor, Erik C., 2021. "Enhancing brand equity of branded mobile apps via motivations: A service-dominant logic perspective," Journal of Business Research, Elsevier, vol. 125(C), pages 239-251.
  24. Beth L. Fossen & Alexander Bleier, 2021. "Online program engagement and audience size during television ads," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 743-761, July.
  25. Zofia Saternus & Patrick Weber & Oliver Hinz, 2022. "The effects of advertisement disclosure on heavy and light Instagram users," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(3), pages 1351-1372, September.
  26. Patricia Núñez-Gómez & Joaquín Sánchez-Herrera & Teresa Pintado-Blanco, 2020. "Children’s Engagement with Brands: From Social Media Consumption to Brand Preference and Loyalty," Sustainability, MDPI, vol. 12(22), pages 1-16, November.
  27. Lim, Xin-Jean & Cheah, Jun-Hwa & Ng, Siew Imm & Kamal Basha, Norazlyn & Liu, Yide, 2021. "Are men from Mars, women from Venus? Examining gender differences towards continuous use intention of branded apps," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
  28. Pagani, Margherita & Racat, Margot & Hofacker, Charles F., 2019. "Adding Voice to the Omnichannel and How that Affects Brand Trust," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 89-105.
  29. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
  30. Simon, Françoise, 2017. "Relationship norms and media gratification in relational brand communication," Journal of Business Research, Elsevier, vol. 79(C), pages 12-22.
  31. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
  32. Bailey, Ainsworth Anthony & Bonifield, Carolyn M. & Arias, Alejandro, 2018. "Social media use by young Latin American consumers: An exploration," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 10-19.
  33. Carolina Herrando & Julio Jiménez-Martínez & María José Martín-De Hoyos, 2017. "Passion at first sight: how to engage users in social commerce contexts," Electronic Commerce Research, Springer, vol. 17(4), pages 701-720, December.
  34. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
  35. Liu, Linlin & Lee, Matthew K.O. & Liu, Renjing & Chen, Jiawen, 2018. "Trust transfer in social media brand communities: The role of consumer engagement," International Journal of Information Management, Elsevier, vol. 41(C), pages 1-13.
  36. Javornik, Ana, 2016. "Augmented reality: Research agenda for studying the impact of its media characteristics on consumer behaviour," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 252-261.
  37. An, Myoung-a & Han, Sang-Lin, 2020. "Effects of experiential motivation and customer engagement on customer value creation: Analysis of psychological process in the experience-based retail environment," Journal of Business Research, Elsevier, vol. 120(C), pages 389-397.
  38. Oliveira, João S. & Ifie, Kemefasu & Sykora, Martin & Tsougkou, Eleni & Castro, Vitor & Elayan, Suzanne, 2022. "The effect of emotional positivity of brand-generated social media messages on consumer attention and information sharing," Journal of Business Research, Elsevier, vol. 140(C), pages 49-61.
  39. Sreejesh, S. & Ghosh, Tathagata & Dwivedi, Yogesh K., 2021. "Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising," Journal of Business Research, Elsevier, vol. 132(C), pages 88-101.
  40. Lin Xiao & Zixiu Guo & John D’Ambra, 2019. "Benefit-based O2O commerce segmentation: a means-end chain approach," Electronic Commerce Research, Springer, vol. 19(2), pages 409-449, June.
  41. Guido, Gianluigi & Pichierri, Marco & Nataraajan, Rajan & Pino, Giovanni, 2016. "Animated logos in mobile marketing communications: The roles of logo movement directions and trajectories," Journal of Business Research, Elsevier, vol. 69(12), pages 6048-6057.
  42. Li, Chunyu & Cui, Geng & Peng, Ling, 2017. "The signaling effect of management response in engaging customers: A study of the hotel industry," Tourism Management, Elsevier, vol. 62(C), pages 42-53.
  43. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
  44. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
  45. Busalim, Abdelsalam H. & Ghabban, Fahad & Hussin, Ab Razak Che, 2021. "Customer engagement behaviour on social commerce platforms: An empirical study," Technology in Society, Elsevier, vol. 64(C).
  46. VanMeter, Rebecca A. & Grisaffe, Douglas B. & Chonko, Lawrence B., 2015. "Of “Likes” and “Pins”: The Effects of Consumers' Attachment to Social Media," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 70-88.
  47. Ali Ahmed Abdelkader, 2022. "Lurk or De-Lurk?: The Role of Participation Type and Sport Fanaticism in Understanding the Link Between Brand Community Identification and Oppositional Brand Loyalty," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global, vol. 13(1), pages 1-26, January.
  48. Hollebeek, Linda D. & Clark, Moira K. & Andreassen, Tor W. & Sigurdsson, Valdimar & Smith, Dale, 2020. "Virtual reality through the customer journey: Framework and propositions," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
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  50. Kim, Jooyoung & Ahn, Sun Joo (Grace) & Kwon, Eun Sook & Reid, Leonard N., 2017. "TV advertising engagement as a state of immersion and presence," Journal of Business Research, Elsevier, vol. 76(C), pages 67-76.
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  53. Eberhardt, Wiebke & Brüggen, Elisabeth & Post, Thomas & Hoet, Chantal, 2021. "Engagement behavior and financial well-being: The effect of message framing in online pension communication," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 448-471.
  54. Waqas, Muhammad & Salleh, Noor Akma Mohd & Hamzah, Zalfa Laili, 2021. "Branded Content Experience in Social Media: Conceptualization, Scale Development, and Validation," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 106-120.
  55. Camilleri, Mark Anthony & Kozak, Metin, 2022. "Interactive engagement through travel and tourism social media groups: A social facilitation theory perspective," Technology in Society, Elsevier, vol. 71(C).
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