Social media advertising through private messages and public feeds : a congruency effect between communication channels and advertising appeals
Fue Zeng, Ruijuan Wang, Stella Yiyan Li, Zhe Qu
| Year of publication: |
2022
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| Authors: | Zeng, Fue ; Wang, Ruijuan ; Li, Stella Yiyan ; Qu, Zhe |
| Published in: |
Information & management : the internat. journal of management processes and systems ; journal of IFIP Users Group. - Amsterdam : Elsevier, ISSN 0378-7206, ZDB-ID 432134-0. - Vol. 59.2022, 4, p. 1-16
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| Subject: | Agentic advertising appeal | Communal advertising appeal | Perceived efficacy | Private message | Public feed | Werbung | Advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Social Web | Social web |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.im.2022.103646 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013271893