Spot-on creativity: Creativity biases and their differential effects on consumer responses in (non-) real-time marketing
K Mazerant, LM Willemsen… - Journal of …, 2021 - journals.sagepub.com
A challenge in digital content marketing is to create meaningful messages on meaningful
moments. To do so, brands frequently align social media messages with topical moments …
moments. To do so, brands frequently align social media messages with topical moments …
Let's Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages
LM Willemsen, K Mazerant, AL Kamphuis… - … Journal of Advertising, 2018 - Taylor & Francis
Social media are increasingly populated with brand messages that are linked to timely
events, a practice that is also known as real-time marketing (RTM). In this study, we examine …
events, a practice that is also known as real-time marketing (RTM). In this study, we examine …
Now and wow! How temporal characteristics affect the word of mouth of topical advertising
K Mazerant, LM Willemsen - Advances in Advertising Research IX: Power …, 2018 - Springer
During the 47 th edition of the Super Bowl, the biggest American Football game of the year
was put to halt for more than thirty minutes due to a power outage that left the Superdome in …
was put to halt for more than thirty minutes due to a power outage that left the Superdome in …
Real-Time Branding and Social Media: a New Model Based on Thematic Analysis
G Zarei, M Bahadorinezhad - Galactica Media: Journal of Media …, 2024 - galacticamedia.com
Branding stands as a major component of any business, regardless of its size or commercial
drive. It encompasses all efforts leading to the perception of a product, service, or …
drive. It encompasses all efforts leading to the perception of a product, service, or …