Influence of entertaining content in social media marketing for a health service provider
GALLE Clara, DOST Florian, REICHSTEIN Thomas
When influencers promote their own products: Trust perceptions following explicit versus implicit promotion styles
DOST Florian, PESCHKE Christiane
Exploring direct online sales strategies in the German consumer goods market
KRISCHAN SCHULTE Benjamin
Approaching very old people: Rely on traditions and don’t forget to call.
LAU Vanessa, DOST Florian
Perception of rainbow washing – Empirical results from two European countries on a new marketing challenge
MUCKSCH Janek, NIELSEN Martin, SIEMS Florian
Perceived age as a component of brand personality: Consequences for brand attractiveness
RAHN Felix, SCHMIDT Holger
Attention please! How attention drives social media engagement
REICHSTEIN Thomas, DOST Florian
Emergence of individual psychological ownership through emotions – An empirical analysis in the entertainment industry
RUGER Sophie, RUCKAU Philipp
Focusing on the purpose marketing trend: Bridging political science for theoretical advancements and strategic optimization
RUGER Theres, SIEMS Florian
The influence of participative pricing mechanisms on purchase decisions - An empirical comparison of PWYW, PYP, and Fixed Price.
WERNER Bastian, AHMED Sheraz, DOST Florian