Mukherjee, Kaustav; Banerjee, Neelotpaul - In: Journal of Research in Interactive Marketing 13 (2019) 4, pp. 477-491
Purpose: The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively...
