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Keywords: Marketer-generated advertisements
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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
...Teng Teng; Huifang Li; Yulin Fang; Lingzhi Shen Purpose In recent years, closed social networking sites (SNSs) have become popular advertising media. Marketer-generated advertisements (MGAs) and user-generated advertisements (UGAs) are the two pillars of advertising businesses. The objective...
