Add to ORKGIn today’s digital age, it is becoming increasingly difficult for advertising professionals to effectively evaluate which media channel will best reach their target audience. This study investigated the differences in self-reported consumer affective responses to brand presentation, brand awareness, and brand loyalty by medium. An experiment was performed to determine if there were differences in brand presentation, brand awareness, and brand loyalty between traditional and digital media advertisements. Statistically significant differences were found between participants’ responses to viewing a Facebook-branded business page and a traditional print advertisement
The exponential growth of the entertainment and media industry has revolutionized the social media l...
Emerging affordances of social media platforms and e-commerce interfaces have enticed brands, market...
This study utilizes Cultivation Theory, the Need for Cognition Scale (NFC), and the Media Trust Scal...
It has become increasingly more important for companies to implement social media marketing in the l...
textThis research suggests that, because media choice is integral to the effectiveness of an adverti...
Master of ScienceDepartment of Journalism and Mass CommunicationsCurtis MatthewsIntegrated marketing...
On social media, consumers may react to brand transgressions with negative sentiment and intentions ...
This study examined the effect of Web-based advertising on Webpage content retention. A single-fact...
The problem addressed in this study is that the recency of the social media phenomena created a rese...
The goal of this paper is to present the cultural model linked to smartphones (and its users) create...
The growing usage of social media indicates a potentially effective new platform for advertisers. Ho...
An online survey was conducted where 255 respondents provided information about their significant ot...
In postmodern market, consumers are increasingly exposed to a flood of brands in their everyday purc...
This qualitative ethnographic study addresses the phenomenon of rapid social media expansion, which ...
Although eating disorders are a psychiatric problem, the increasing prevalence indiagnoses has been ...
The exponential growth of the entertainment and media industry has revolutionized the social media l...
Emerging affordances of social media platforms and e-commerce interfaces have enticed brands, market...
This study utilizes Cultivation Theory, the Need for Cognition Scale (NFC), and the Media Trust Scal...
It has become increasingly more important for companies to implement social media marketing in the l...
textThis research suggests that, because media choice is integral to the effectiveness of an adverti...
Master of ScienceDepartment of Journalism and Mass CommunicationsCurtis MatthewsIntegrated marketing...
On social media, consumers may react to brand transgressions with negative sentiment and intentions ...
This study examined the effect of Web-based advertising on Webpage content retention. A single-fact...
The problem addressed in this study is that the recency of the social media phenomena created a rese...
The goal of this paper is to present the cultural model linked to smartphones (and its users) create...
The growing usage of social media indicates a potentially effective new platform for advertisers. Ho...
An online survey was conducted where 255 respondents provided information about their significant ot...
In postmodern market, consumers are increasingly exposed to a flood of brands in their everyday purc...
This qualitative ethnographic study addresses the phenomenon of rapid social media expansion, which ...
Although eating disorders are a psychiatric problem, the increasing prevalence indiagnoses has been ...
The exponential growth of the entertainment and media industry has revolutionized the social media l...
Emerging affordances of social media platforms and e-commerce interfaces have enticed brands, market...
This study utilizes Cultivation Theory, the Need for Cognition Scale (NFC), and the Media Trust Scal...