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Keywords: Message effectiveness
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Journal Articles
Journal of Research in Interactive Marketing (2026) 20 (6): 812–829.
Published: 22 September 2025
...Dexin Kong; Hong-Youl Ha Purpose Prior marketing communications research has primarily examined message effectiveness and consumer confidence from a static perspective. As a result, the dynamic mechanisms through which these constructs evolve remain underexplored. This study investigates how...
