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 … model to social media context. Practical implications The results indicate that firms should desist from covert product and …