... rights only Meme marketing Internet memes Theoretical review Advertising Digital marketers have a new tool, namely, Internet memes, to promote their offerings, enhance their engagement rates, and build brand image. Internet memes have disrupted traditional advertising to help brands...

... as an integral part of brands’ advertising strategies were discussed. Specifically, brands utilizing SNSs to advertise to sport fans should highlight team endorsements, particularly after home game wins, and also target highly identified fans, to maximize positive SNS-based brand evaluations. Joe Phua can...

...Josefa D. Martín‐Santana; Asunción Beerli‐Palacio Purpose The purpose of this work is to analyse the relationship between click‐through rate (CTR) and the traditional measurements of advertising effectiveness and to measure the advertising effectiveness of two less common formats of online...

..., affective commitment and word‐of‐mouth advertising towards the brand around which the community is developed. In addition, the paper introduces a third dimension to the construct of belonging, called non‐participative belonging. Active participative belonging influences the level of satisfaction...

...Chen‐Su Fu; Wann‐Yih Wu Purpose The paper, based on the concepts of means‐end chain (MEC) theory and high versus low‐context cultures, aims to understand whether the differentiation of culture connotations is directly reflected in the design of web advertisements and whether the text content...

...Chin‐Feng Lin; Yu‐Hung Liao Purpose This study seeks to focus on the following: discovering consumer preferences regarding package tours to China; revealing differences among consumers' cognition related to these package tours, travel advertisements on web sites and search engine results...

.../approach Using analytical models, the versioning of a multi‐channel publisher is analysed, with consideration of advertising revenue and possible channel substitutability. Findings The paper shows that not only the two‐sided nature of the online market but also that of the offline market affects...

... they deal, information on price and cost of products, information on seals or logo endorsements, and paid inclusion or advertising in search results. On average, one third of the web sites that posted price information were biased. Of those web sites that used seals and logo endorsements, about half did...