How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention
نویسندگان
چکیده
We study the effect of perceived personalization in advertising on social networking sites (SNSs) consumer brand responses. In 1 (N?=?202), we test a parallel mediation via perso...
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ژورنال
عنوان ژورنال: Journal of Advertising
سال: 2021
ISSN: ['0091-3367', '1557-7805']
DOI: https://doi.org/10.1080/00913367.2021.1888339