Brand Choice Via Incidental Social Media Exposure

William Humphrey, Debra Laverie, Shannon Rinaldo

Research output: Contribution to journalArticlepeer-review

Abstract

This paper establishes the effectiveness of social media advertising and participation by brands through incidental exposure and suggests that social media and advertising by brands have positive impacts beyond traditional measures of success online.
Original languageEnglish
Pages (from-to)110 - 130
JournalJournal of Research in Interactive Marketing
DOIs
StatePublished - Apr 2017

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