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How rich is too rich? Visual design elements in digital marketing communications
Institution:1. Rennes School of Business, 2 Rue Robert D''Arbrissel – CS 76522, 35065 Rennes, France;2. Grenoble Ecole de Management, 12 Rue Pierre Semard, 38000 Grenoble, France;1. School of Economics and Management, Tsinghua University, Beijing 100084, China;2. College of Economics and Management, Nanjing Agricultural University, Nanjing 210095, China;3. Monash Business School, Monash University, Caulfield East, VIC 3145, Australia;1. Department of Marketing, Faculty Economics and Business, University of Groningen, Nettelbosje 2, 9747 AE Groningen, Netherlands;2. De Nieuwe Zaak, Hanzeallee 28, 8017 KZ Zwolle, Netherlands;3. Copenhagen Business School, Department of Marketing, Solbjerg Plads 3, Copenhagen 2000 Denmark;1. University of Amsterdam Business School, Plantage Muidergracht 12, 1018 TV Amsterdam, the Netherlands;2. Tilburg University, Warandelaan 2, 5037 AB Tilburg, the Netherlands;3. UNC-Chapel Hill, Chapel Hill, NC, USA;1. Rotman School of Management at the University of Toronto, 105 St. George Street, Toronto, Ontario, Canada;2. China Europe International Business School, 699 Hongfeng Road, Pudong, Shanghai 201206, China;1. Essec Business School, 3 Av. Bernard Hirsch, 95000 Cergy, France;2. Ivey Business School, Western University, 1255 Western Rd, London, ON N6G 0N1, Canada;3. Carson College of Business, Washington State University, 300 NE College Ave, Pullman, WA 99163, United States;1. University of Southern, Denmark;2. Brunel Business School, United Kingdom
Abstract:
Keywords:Digital marketing  Pictographs  Animation  Field experiment  Clutter  Enrichment
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