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Keywords: Internet slang
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Journal Articles
Journal:
Industrial Management & Data Systems
Industrial Management & Data Systems (2025) 125 (9): 2565–2592.
Published: 13 May 2025
...Pianpian Yang; Shufen Zhang; Yufan Jiang; Congcong Yang; Shixiong Liu Purpose This research aims to investigate the effects of ad language type (Internet slang vs standard language) on brand attitude and its underlying psychological mechanisms. It also examines the moderating roles of consumer...
Includes: Supplementary data
