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~isPartOf:"Journal of current issues and research in advertising"
~person:"Wen, Taylor Jing"
~subject:"Consumer behaviour"
~subject:"Theorie"
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Journal of current issues and research in advertising
International journal of advertising : the review of marketing communications
1
Journal of promotion management : innovations in planning and applied research
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ECONIS (ZBW)
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Empowering emotion : the driving force of share and purchase intentions in viral
advertising
Wen, Taylor Jing
;
Choi, Chang-Won
;
Wu, Linwan
;
Morris, …
- In:
Journal of current issues and research in advertising
43
(
2022
)
1
,
pp. 47-67
Persistent link: https://www.econbiz.de/10012821765
Saved in:
2
Predicting
advertising
persuasiveness : a decision tree method for understanding emotional (in)congruence of ad placement on YouTube
Wen, Taylor Jing
;
Chuan, Ching-Hua
;
Yang, Jing
;
Tsai, …
- In:
Journal of current issues and research in advertising
43
(
2022
)
2
,
pp. 200-218
Persistent link: https://www.econbiz.de/10013358824
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