The role of slant and message consistency in political advertising effectiveness : evidence from the 2016 presidential election
Beth L. Fossen, Donggwan Kim, David A. Schweidel, Raphael Thomadsen
| Year of publication: |
2022
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|---|---|
| Authors: | Fossen, Beth L. ; Kim, Donggwan ; Schweidel, David A. ; Thomadsen, Raphael |
| Published in: |
Quantitative marketing and economics : QME. - Dordrecht : Springer Science + Business Media B.V., ISSN 1573-711X, ZDB-ID 2108674-6. - Vol. 20.2022, 1, p. 1-37
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| Subject: | Ad effectiveness | Political advertising | Social media | Television advertising | Word-of-mouth | Werbewirkung | Advertising effects | Präsidentschaftswahl | Presidential election | Social Web | Social web | Fernsehwerbung | Werbung | Advertising | Wahlverhalten | Voting behaviour | Virales Marketing | Viral marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11129-021-09246-x [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013190778