This article provides an agenda for future research on brand communication in social media.
Based on an overview of the current state of research, a discussion of the theoretical and …

This study examines how consumers’ engagement with social media platforms drives
engagement with advertising embedded in these platforms and, subsequently, evaluations of this …

Web site interactivity creates numerous opportunities for marketers to persuade online
consumers and receives extensive attention in the marketing literature. However, research on …

Purpose – The aims of this paper are to provide an integrated literature review of factors
influencing consumers' responses to brand websites; to describe the state of research in the …

Online behavioural advertising (OBA) is a special form of targeted advertising. For OBA, it is
necessary to collect data about online surfing behaviour, which is usually undertaken by …

This study provides insight in age differences in the amount of media multitasking and in the
media that people combine. Results of a diary study (N = 3,048) among 13- to 65-year-olds …

Research on the effectiveness of cross-media campaigns has shown that combining online
advertising with advertising in offline media can result in more positive consumer responses …

To investigate the relationship between actual and perceived interactivity, this study combines
a content analysis of interactive functions on the Web sites of the top 100 global brands …

Despite their popularity, the reasons why cross-media campaigns are more successful than
single medium campaigns are still unknown. Therefore, the aim of this study is (a) to …

Chatbots are increasingly used in a commercial context to make product- or service-related
recommendations. By doing so, they collect personal information of the user, similar to other …