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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
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Congruity between mood and brand involvement enhances the effectiveness of message appeals : dual processing model perspective
Wen, Taylor Jing - In: Journal of marketing communications 27 (2021) 6, pp. 651-669
Persistent link: https://www.econbiz.de/10012624675
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Positive versus negative comparison in advertisements : the affect priming perspective
Wu, Linwan; Wen, Taylor Jing - In: Journal of promotion management : innovations in … 25 (2019) 7, pp. 1009-1027
Persistent link: https://www.econbiz.de/10012179087
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Exploring the impact of affect on the effectiveness of comparative versus non-comparative advertisements
Wu, Linwan; Wen, Taylor Jing - In: International journal of advertising : the review of … 38 (2019) 2, pp. 296-315
Persistent link: https://www.econbiz.de/10012200244
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The interaction effects of mood and ad appeals on type of elaboration and advertising effectiveness
Wen, Jing; Sar, Sela; Anghelcev, George - In: Journal of current issues and research in advertising : … 38 (2017) 1, pp. 31-43
Persistent link: https://www.econbiz.de/10011745228
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Listicles vs. narratives : the interplay between mood, message type, and disclosure on native-advertising effectiveness
Noland, Chris R.; Wen, Taylor Jing - In: Journal of current issues and research in advertising 43 (2022) 4, pp. 377-399
Persistent link: https://www.econbiz.de/10013464083
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The mood effect : how mood, disclosure language and ad skepticism influence the effectiveness of native advertising
Wen, Taylor Jing; Wu, Linwan; Dodoo, Naa Amponsah; Kim, E. - In: Journal of consumer behaviour 22 (2023) 5, pp. 1296-1308
Persistent link: https://www.econbiz.de/10014368268
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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