Göbel, Fabian; Meyer, Anton; Ramaseshan, B.; Bartsch, Silke - In: Marketing Intelligence & Planning 35 (2017) 5, pp. 578-593
responses to covert advertising (CA) in a social media context. Design/methodology/approach The persuasion knowledge model was … context (YouTube). Findings The results of the study show that triggering knowledge about CA changes the way consumers respond … persuasion knowledge, CA in social media will not only be ineffective but also detrimental with damaging effects on the brand …