Advertising nativeness as a function of content and design congruence
Year of publication: |
2019
|
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Authors: | Kim, Jooyoung ; Choi, Dongwon ; Kim, Hanyoung |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 6, p. 845-866
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Subject: | content congruence | content nativeness | design congruence | design nativeness | Native advertising | nativeness | Online-Marketing | Internet marketing | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects | Indigene Völker | Indigenous peoples | Indianer | Native Americans |
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