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Customer Engagement through Using Anime Stylized Advertisement

Author

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  • Klebanskaja Nina

    (doctor of social sciences, assoc. professor of marketing at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania. K. Donelaičio str. 58, 44248, Kaunas, Lithuania.)

  • Andriukhanova Olena

    (Master student at the Faculty of Economics and Management, Vytautas Magnus University, Lithuania.; K. Donelaičio str. 58, 44248, Kaunas, Lithuania.)

Abstract

The paper analyses the ways how to engage more customers using anime stylized advertisement and provides new insights on it. The data was obtained through the scientific literature analysis and qualitative research. The results were provided based on in-depth interviews.

Suggested Citation

  • Klebanskaja Nina & Andriukhanova Olena, 2018. "Customer Engagement through Using Anime Stylized Advertisement," Management of Organizations: Systematic Research, Sciendo, vol. 80(1), pages 37-47, December.
    • Handle: RePEc:vrs:morgsr:v:80:y:2018:i:1:p:37-47:n:3
    DOI: 10.1515/mosr-2018-0012
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    References listed on IDEAS

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    1. Michelle Greenwood, 2007. "Stakeholder Engagement: Beyond the Myth of Corporate Responsibility," Journal of Business Ethics, Springer, vol. 74(4), pages 315-327, September.
    2. Calder, Bobby J. & Malthouse, Edward C. & Schaedel, Ute, 2009. "An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness," Journal of Interactive Marketing, Elsevier, vol. 23(4), pages 321-331.
    3. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    4. Leeflang, Peter, 2011. "Paving the way for “distinguished marketing”," International Journal of Research in Marketing, Elsevier, vol. 28(2), pages 76-88.
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