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The power of customer engagement, message burnout, and ethical orientation: how femvertising affects share-of-wallet

Vu Phuong Uyen Ho, SM Rahman, Jana Bowden, Jamie Carlson, Christian M. Ringle

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review

Original languageEnglish
Title of host publicationAMA Winter Academic Conference 2026
Place of PublicationMadrid, Spain
Publication statusAccepted/In press - Feb 2026

Keywords

  • gender equality
  • value based marketing
  • advertisement

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