Advanced search
Publication Cover
International Journal of Advertising
The Review of Marketing Communications
Volume 37, 2018 - Issue 5
Submit an article Journal homepage
8,362
Views
22
CrossRef citations to date
0
Altmetric
Original Articles

Let’s Get Real (Time)! The potential of real-time marketing to catalyze the sharing of brand messages

Lotte M. WillemsenResearch Centre for Innovation in Business and Communication, HU University of Applied Sciences, Utrecht, The Netherlands; Correspondence[email protected] [email protected]
View further author information
,
Komala MazerantResearch Centre Creating 010, Rotterdam University of Applied Sciences, Rotterdam, The NetherlandsView further author information
,
Anne-Lise KamphuisResearch Centre for Innovation in Business and Communication, HU University of Applied Sciences, Utrecht, The Netherlands; View further author information
&
Gerrita van der VeenResearch Centre for Innovation in Business and Communication, HU University of Applied Sciences, Utrecht, The Netherlands; View further author information
Pages 828-848 | Received 22 Aug 2017, Accepted 28 May 2018, Published online: 03 Jan 2019

Citations (22)

Keep up to date with the latest research on this topic with citation updates for this article.

Subscribe to citation updates

Read on this site (4)

Komala Mazerant, Lotte M. Willemsen, Peter Neijens, Erik van Schooten & Guda van Noort. (2022) Topical Advertising in enduring events: the role of timing and creativity in engagement with social media brand messages during COVID-19. International Journal of Advertising 41:8, pages 1411-1432.
Read now
Heejun Lee & Chang-Hoan Cho. (2020) Uses and gratifications of smart speakers: modelling the effectiveness of smart speaker advertising. International Journal of Advertising 39:7, pages 1150-1171.
Read now
Apollo Demirel. (2020) An Examination of a Campaign Hashtag (#OptOutside) with Google Trends and Twitter. Journal of Interactive Advertising 20:3, pages 165-180.
Read now
Komala Mazerant, Lotte M. Willemsen, Peter Neijens & Guda van Noort. Evaluating the Reliability and Validity of Practitioners and Consumers’ Advertising Creativity Assessments. Journal of Current Issues & Research in Advertising 0:0, pages 1-21.
Read now

Articles from other publishers (18)

M. V. Terskikh. (2024) Newsjacking technology in advertising: the topic of sanctions and import substitution. Neophilology 10:1, pages 199-211.
Crossref
Elizabeth Blankespoor, Ties de Kok & Xue Li. (2024) Tapping into Virality: Corporate Engagement in Public Discourse. SSRN Electronic Journal.
Crossref
Alexandre Duarte & Rita Paulo. 2023. Connecting With Consumers Through Effective Personalization and Programmatic Advertising. Connecting With Consumers Through Effective Personalization and Programmatic Advertising 182 202 .
Cássia Liandra Carvalho, Belem Barbosa & Claudia Amaral Santos. 2023. Research Anthology on Business Law, Policy, and Social Responsibility. Research Anthology on Business Law, Policy, and Social Responsibility 866 891 .
Cássia Liandra Carvalho, Belem Barbosa & Claudia Amaral Santos. 2023. Strengthening SME Performance Through Social Media Adoption and Usage. Strengthening SME Performance Through Social Media Adoption and Usage 21 47 .
Susana Santos, Helena Martins Gonçalves & Merícia Teles. (2022) Social media engagement and real‐time marketing: Using net‐effects and set‐theoretic approaches to understand audience and content‐related effects. Psychology & Marketing 40:3, pages 497-515.
Crossref
Samirah Heresi & Francisco Arbaiza. 2023. Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022). Proceedings of the 2022 International Conference on International Studies in Social Sciences and Humanities (CISOC 2022) 74 83 .
Teresa PereiraSandra Maria Correia Loureiro & Eduardo Moraes Sarmento. (2022) Achieving Brand Engagement and Brand Equity Through Co-creation Process. Journal of Creative Communications 17:3, pages 303-318.
Crossref
Ali Hussain, Ding Hooi Ting & Muhammad Mazhar. (2022) Driving Consumer Value Co-creation and Purchase Intention by Social Media Advertising Value. Frontiers in Psychology 13.
Crossref
Hayat Ayar Senturk, Ece Ozer Cizer & Tugce Sezer. 2021. Cases on Digital Strategies and Management Issues in Modern Organizations. Cases on Digital Strategies and Management Issues in Modern Organizations 300 329 .
Marcus T. Wolfe, Pankaj C. Patel & Andrew S. Manikas. (2021) Shock and awe: Loudness and unpredictability in Twitter messages and crowdfunding campaign success. Journal of Innovation & Knowledge 6:4, pages 246-256.
Crossref
Serdar YILDIZ. (2021) SAĞLIK İLETİŞİMİ KAMPANYALARINDA SOSYAL MEDYA REKLAMLARI KULLANIMI: İNME FARKINDALIĞI KONULU BİR ÖRNEK OLAY. İNİF E - Dergi.
Crossref
Safura M. Kallier Tar & Johannes A Wiid. (2021) Consumer perceptions of real-time marketing used in campaigns for retail businesses. International Journal of Research in Business and Social Science (2147- 4478) 10:2, pages 86-105.
Crossref
Komala Mazerant, Lotte M. Willemsen, Peter C. Neijens & Guda van Noort. (2021) Spot-On Creativity: Creativity Biases and Their Differential Effects on Consumer Responses in (Non-)Real-Time Marketing. Journal of Interactive Marketing 53, pages 15-31.
Crossref
Ali Tehci. 2021. Handbook of Research on Institutional, Economic, and Social Impacts of Globalization and Liberalization. Handbook of Research on Institutional, Economic, and Social Impacts of Globalization and Liberalization 185 200 .
Silvia Biraghi, Rossella Chiara Gambetti & Angela Antonia Beccanulli. (2020) Achieving cultural relevance in technomediated platforms: instant cultural branding and controversial clicktivism. Italian Journal of Marketing 2020:2-3, pages 163-187.
Crossref
Duygu AYDIN, Ferdi BİŞKİN & Burcu GÜRSOY. (2019) Gerçek Zamanlı Pazarlamanın İçerik Özellik ve Stratejilerinin Uzman Görüşü ve Örnek Uygulamalar Üzerinden Bir Değerlendirmesi. Akdeniz Üniversitesi İletişim Fakültesi Dergisi:32, pages 192-216.
Crossref
Rob Angell, Matthew Gorton, Paul Bottomley, Ben Marder, Shikhar Bhaskar & John White. (2019) News you can use! Evaluating the effectiveness of newsjacking based content on social media. Information Technology & People 33:2, pages 755-773.
Crossref

Related research

People also read lists articles that other readers of this article have read.

Recommended articles lists articles that we recommend and is powered by our AI driven recommendation engine.

Cited by lists all citing articles based on Crossref citations.
Articles with the Crossref icon will open in a new tab.