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Keywords: Consumer-generated advertising
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Journal Articles
Journal:
The Bottom Line
The Bottom Line (2018) 31 (1): 76–94.
Published: 12 March 2018
... the understanding of how consumers perceive consumer-generated content and more specifically, with regard to consumer attitudes towards online consumer-generated advertising. This study enhances the theoretical and empirical knowledge on how consumers react to advertisements on social media, with important...
