Brand choice via incidental social media exposure

Volume: 11, Issue: 2, Pages: 110 - 130
Published: Apr 28, 2017
Abstract
Purpose The paper seeks to establish the effectiveness of social media advertising and participation by brands through incidental exposure. Using experimental design, in a social media environment, this paper aims to extend incidental exposure research in the context of social media. Design/methodology/approach This paper uses an experimental design with controlled image durations using MediaLab and DirectRT, allowing...
Paper Details
Title
Brand choice via incidental social media exposure
Published Date
Apr 28, 2017
Volume
11
Issue
2
Pages
110 - 130
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