Prosocial native advertising on social media : effects of ad-context congruence, ad position and ad type
Year of publication: |
2022
|
---|---|
Authors: | Huang, Yan ; Yoon, Hye Jin |
Published in: |
Journal of social marketing : JSOCM. - Bingley : Emerald, ISSN 2042-6771, ZDB-ID 2589601-5. - Vol. 12.2022, 2, p. 105-123
|
Subject: | Ad-context congruence | Native advertising | Prosocial campaigns | Social media | Social Web | Social web | Online-Marketing | Internet marketing | Werbewirkung | Advertising effects | Werbung | Advertising |
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