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Descripción Taschenbuch. Condición: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -Consumers now are connected electronically with millions of people and companies around the globe. One important market trend of E-commerce is driving advertisers to use their marketing communication activities wisely. Do consumers process information differently when the information is presented in the content class of a third-party endorsement versus advertising Is it a desirable strategy to have all content classes ''speak with one voice '' How do factors such as product involvement, subjective knowledge and objective knowledge interact with the message consistency and inconsistency conditions to influence how consumers process product information and make purchase decisions Based on these questions, this book examines how consumers process product information by integrating and examining consistent and inconsistent product messages between an advertisement and a third-party endorsed article online under the influences of their levels of product involvement, subjective knowledge and objective knowledge. This book will answer the questions asked and provide practical implications for advertisers and directions of future research for academic researchers. 192 pp. Englisch. Nº de ref. del artículo: 9783639151664
Descripción Kartoniert / Broschiert. Condición: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Wang AlexDr. Wang s (Ph.D. in Advertising, University of Texas at Austin) nresearch focuses on integrated marketing communication, ninformation processing psychology, financial communication, nbehavioral finance and Corporate Social. Nº de ref. del artículo: 4962070
Descripción Taschenbuch. Condición: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - Consumers now are connected electronically with millions of people and companies around the globe. One important market trend of E-commerce is driving advertisers to use their marketing communication activities wisely. Do consumers process information differently when the information is presented in the content class of a third-party endorsement versus advertising Is it a desirable strategy to have all content classes ''speak with one voice '' How do factors such as product involvement, subjective knowledge and objective knowledge interact with the message consistency and inconsistency conditions to influence how consumers process product information and make purchase decisions Based on these questions, this book examines how consumers process product information by integrating and examining consistent and inconsistent product messages between an advertisement and a third-party endorsed article online under the influences of their levels of product involvement, subjective knowledge and objective knowledge. This book will answer the questions asked and provide practical implications for advertisers and directions of future research for academic researchers. Nº de ref. del artículo: 9783639151664
Descripción Paperback. Condición: Brand New. 192 pages. 8.66x5.91x0.47 inches. This item is printed on demand. Nº de ref. del artículo: zk3639151666