Jeganathan, Kishokanth; Szymkowiak, Andrzej - In: Journal of marketing and consumer behaviour in emerging … (2020) 1, pp. 49-59
them to action, i.e. click on the link and read the article promoting an event or product. In this article, we investigated … how the different headline wordings (question, traditional, forward referring) affect the desire to read the article. An …