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Keywords: Advertising outcomes
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Journal Articles
Qualitative Market Research: An International Journal (2020) 23 (2): 309–327.
Published: 13 May 2020
... privacy concerns. Originality/value Social media advertising innovates at a high pace. Yet, the literature shows an urgent need for research into which ad formats and characteristics appeal to users and why (or why not). Qualitative studies into the determinants of advertising outcomes are scarce...
