Platform variation and content variation on social media : a dual-route model of cognitive and experiential effects
Year of publication: |
2020
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Authors: | Huang, Guanxiong |
Published in: |
Journal of promotion management : innovations in planning and applied research. - [Erscheinungsort nicht ermittelbar] : Routledge, ISSN 1540-7594, ZDB-ID 2112907-1. - Vol. 26.2020, 3, p. 396-433
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Subject: | ad credibility | content variation | cross-platform advertising | elaboration | experiential pleasure | social media | Social Web | Social web | Online-Marketing | Internet marketing | Kognition | Cognition | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects |
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