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Surprise me with your ads! The impacts of guerrilla marketing in social media on brand image
16 references·1 citing·32 second hop
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References

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  • 1991The theory of planned behavior90,729 cited
  • 1989Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology68,271 cited
  • 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research36,736 cited
  • 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity14,745 cited
  • 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics13,274 cited
  • 1981Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics9,798 cited
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  • 2016Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users

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1,769 cited
  • 2012The impact of electronic word-of-mouth communication: A literature analysis and integrative model1,711 cited
  • 2003Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption1,600 cited
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    • 2022#BankFromHome: Using Advertisement Campaigns to Change Banking Behaviour During the COVID-19 Pandemic in an Emerging Economy13 cited