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Keywords: Direct effects
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Journal Articles
Does advertising really work?: The direct stimulating and attention-grabbing effects of advertising on investor behavior
Available to Purchase
International Journal of Accounting and Information Management (2020) 28 (3): 497–515.
Published: 16 March 2020
.... Findings The authors find that beyond its direct effect through information dissemination, advertising has an indirect effect with regard to grabbing investor attention and the trading response. The authors further find that an increase in attention induces a positive influence on the impact...
