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Keywords: Informativeness
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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
...-SEM) to examine the research model. Findings The study results indicate that UGAs perform better than MGAs in enhancing consumers' perceived informativeness, credibility and entertainment, while MGAs are more likely to make consumers feel irritated than UGAs in closed SNSs. Moreover, consumers...
