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Keywords: Covert advertising
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Journal Articles
How do consumers respond to influencer discount codes? Insights from covert advertising processing
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Journal of Research in Interactive Marketing (2026) 20 (4): 564–577.
Published: 22 September 2025
...Guolan Yang Purpose Drawing on the covert advertising recognition and effects (CARE) model, this study aims to examine how influencer discount codes serve as content-driven cues that interact with sponsorship disclosures to influence advertising recognition and persuasive outcomes. Design...
