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Interactive vs transactional: how social media ads engage consumers with disparate regulatory orientation and lay rationalism

Pianpian Yang, Yufan Jiang, Yuxi Lin, Shuang Geng, Rui Wang

Industrial Management & Data Systems (2024) 124 (10): 2847–2869.

https://doi.org/10.1108/IMDS-07-2023-0498

Published: 26 July 2024

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Includes: Supplementary data