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Keywords: Advertising effectiveness
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Journal Articles
Understanding the differential effectiveness of marketer versus user-generated advertisements in closed social networking sites: an empirical study of WeChat
Available to Purchase
Journal:
Internet Research
Internet Research (2022) 32 (6): 1910–1929.
Published: 17 March 2022
... of this research is to investigate and compare how these ad types (i.e. MGA versus UGA) affect advertising effectiveness in closed SNSs. Design/methodology/approach The authors conducted a scenario-based experiment of 403 WeChat users in China and used partial least squares structural equation modeling (PLS...
