Marketing Communication (77643SP06Y)

Marketing Communicatie – Part D – The interaction Consumer empowerment - Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. - Eigenraam, A. W., Eelen, J., Van Lin, A., & Verlegh, P. W. (2018). A consumer-based taxonomy of digital customer engagement practices. Journal of Interactive Marketing, 44, 102-121. - Van Noort, G., Antheunis, M. L., & van Reijmersd...

Uitgebreide samenvatting van artikelen van deel B van het vak marketing communicatie.

All articles summarized for the marketing communication exam Part D. Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. Eigenraam, A. W., Eelen, J., Van Lin, A., & Verlegh, P. W. (2018). A consumer-based taxonomy of digital customer engagement practices. Journal of Interactive Marketing, 44, 102-121. Van Noort, G., Antheunis, M. L., & van Reijmersdal, E. A. ...

The summary includes everything you need to know for the exam. This includes week 4, 5, and 6 with the Belch & Belch Book, the literature and micro lectures.

A summary of all compulsory Belch and Belch book chapters and literature for the understanding and knowledge assignment part by in Marketing Communication.

Summary of the articles for part D Marketing Communication, part of the masters persuasive communication: Muntinga, Moorman and Smit Eigenraam et al. Van Noort, Antheunis & van Reijmersdal Fournier & Avery van Noort & Willemsen Hennig-Thureau & Wiertz Boerman, Willemse & van der Aa Boerman, Kruikemeier & Zuiderveen Zarouali, Ponnet, Walrave, Poels

Recap of all articles that should be learned for the understanding and knowledge assignment part D for the course Marketing Communication (Master Persuasive Communication). The recap contains the following articles: Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. Voorveld, H. A.M, van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with social media...

Recap of all articles and chapters of the book that should be learned for the understanding and knowledge assignment part B for the course Marketing Communication (Master Persuasive Communication). The recap contains the following articles: Belch, G. E., & Belch M. A. (2015). Chapter 4: Perspectives on consumer behaviour, pp 108-138. Tversky, A., & Kahneman, D. (1981). The framing of decisions and the psychology of choice. Science, 211(4481), 453-458. Wang, C.-L., Siu, N. Y. M., & Hui, A. S. ...