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Keywords: Advertising value model
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Journal Articles
Tailoring the digital pitch: gender-specific strategies for maximizing social media ad impact on purchase intention
Available to Purchase
Asia-Pacific Journal of Business Administration (2025) 17 (5): 1393–1420.
Published: 23 January 2025
... advances the advertising value model by specifically identifying gender-based differences in how entertainment and perceived value in social media ads influence purchase intention. It uniquely reveals that females are more responsive to entertainment-focused and value-conscious ads. These findings provide...
