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Keywords: Intrusiveness
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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2019) 23 (1): 69–94.
Published: 28 March 2019
.../methodology/approach The study examines advertising effectiveness in these social media in terms of ad attitude, ad intrusiveness and loyalty intentions. An online survey was conducted with 303 social media users. Age and gender are proposed as moderators. Findings The results indicate that Instagram Stories...
