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Keywords: Ad irritation
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Journal Articles
Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2026) 21 (5): 96–116.
Published: 27 February 2026
... conducted a 2 × 2 online experiment to assess the influence of type of post (candid vs curated) and product involvement on ad recognition, ad irritation, brand attitudes and purchase intentions. To contextualize BeReal's cultural footprint, we analyzed the platform's publicly accessible presence on X...
Includes: Supplementary data
