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Keywords: Individual Media Dependency Theory
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2011) 29 (5): 534–555.
Published: 02 August 2011
... genre, TV personalities and audience members, focusing on the moderating influence of televiewer's instrumentalist behavior. Individual Media Dependency Theory Spain Consumer behaviour Television commercials Teleshopping Television personalities Ritualist and instrumentalist televiewers...
