Understanding "native advertising" from the perspective of communication strategies
Year of publication: |
2017
|
---|---|
Authors: | Wang, Ye ; Li, You |
Published in: |
Journal of promotion management : JPM. - Binghamton, NY : Haworth Press, ISSN 1049-6491, ZDB-ID 1328445-9. - Vol. 23.2017, 6, p. 913-929
|
Subject: | activational communication strategies | congruence | elaborational communication strategies | native advertising | relational communication strategies | sources | Werbung | Advertising | Kommunikation | Communication | Öffentlichkeitsarbeit | Public relations | Interne Kommunikation | Internal communication | Marketingmanagement | Marketing management |
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