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Keywords: Advertising puffery
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2026) 126 (4): 1259–1287.
Published: 04 November 2025
...Xiaobin Ran; Jiaxin Yan; Fuhua Shi; Yuewen Liu; Liyao Bu Purpose The increasing popularity of short-video platforms has led to an increased prevalence of advertising puffery, yet the effect of advertising puffery is still unclear. Grounded in congruity theory, this study investigates how varying...
