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Keywords: Content likeability
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Journal Articles
Journal of Research in Interactive Marketing (2023) 17 (3): 374–397.
Published: 28 April 2022
...Balpreet Kaur; Justin Paul; Rishi Raj Sharma Purpose The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions. Design/methodology/approach Second-order factor analysis was applied. Structural equation modeling (SEM...
