How do username and avatar affect people's engagement with native advertising on social media : from the self-disclosure perspective
Yanwu Yang, Jun Zhang, Ting (Lisa) Gao
Year of publication: |
2024
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Authors: | Yang, Yanwu ; Zhang, Jun ; Gao, Ting (Lisa) |
Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 41.2024, 6, p. 1289-1317
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Subject: | advertising engagement | authenticity of username and avatar | native advertising | self-disclosure | social media involvement | Social Web | Social web | Werbung | Advertising | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour |
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