Behavioral Implications of International Social Media Advertising: An Investigation of Intervening and Contingency Factors

Despite the rapid growth of social media and the enthusiasm surrounding social media advertising (SMA), scant theoretical and empirical knowledge exists on the cross-border effectiveness of SMA and its influence on consumer behavior in the social media environment. This research develops a four-stag...

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Veröffentlicht in:	Journal of International Marketing 2018-06, Vol.26 (2), p.43-61
Hauptverfasser:	Johnston, Wesley J., Khalil, Shadab, Le, Angelina Nhat Hanh, Cheng, Julian Ming-Sung
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Behavior Consumer behavior Consumers Globalization Online advertising Social interaction Social networks Studies
Online-Zugang:	Volltext
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