Li, Ruobing; Vafeiadis, Michail; Xiao, Anli; Yang, Guolan - In: Corporate Communications: An International Journal 25 (2020) 3, pp. 495-513
Purpose: Sponsored social media content is one of the advertising strategies that companies implement so that ads appear as native to the delivery platform without making consumers feel that they are directly targeted. Hence, the current study examines whether prominently featuring corporate...