Titlebook: Advances in Advertising Research XIV; Harder, Better, Fast Alexandra Vignolles,Martin K.J. Waiguny Book 2024 The Editor(s) (if applicable)

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Constant

NATTY

2626-0328 compilation of research presented at the 21st International Conference in Advertising (ICORIA), held in Bordeaux (France) in June 2023. Renowned scholars from around the globe share their knowledge and contribute to state-of-the-art on advertising research. This volume is intended to academic, prof

Torrid

黑豹

思考而得

Ulrich Blum,Alexander Karmann,Hans Wiesmethbuilds on two experiments: One with still ads and one with moving ads to show that primacy effects lead to better recall on Instagram stories both when ads are moving and when they are still. The study opens for more research into the characteristics of social media and their influence on social media advertising.

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infringe

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Grundlagen der Volkswirtschaftslehreluence of hard-selling fashion hauls on the purchase intention of consumers is investigated. The results show that the role of SMIs is comparable to that of traditional salespeople. The hard-selling appeal of fashion hauls being information-based and direct seems to have a positive behavioral impact.

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