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Keywords: Argument quality
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2022) 56 (3): 922–948.
Published: 04 April 2022
...Rumen Pozharliev; Dario Rossi; Matteo De Angelis Purpose This paper aims to examine a two-way interaction between social influencers’ number of followers (micro vs meso) and argument quality (weak vs strong) on consumers’ self-reported and brain responses to advertising posts on Instagram. Further...
