Can a print publication be equally effective online? Testing the effect of medium type on marketing communications
Author:
Publisher
Springer Science and Business Media LLC
Subject
Marketing,Economics and Econometrics,Business and International Management
Link
http://link.springer.com/content/pdf/10.1007/s11002-012-9209-y.pdf
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3. Chaiken, S., & Eagly, A. H. (1983). Communication modality as a determinant of persuasion: the role of communicator salience. Journal of Personality and Social Psychology, 45, 241–256.
4. Clark, R. E. (1983). Reconsidering research on learning from media. Review of Educational Research, 53, 445–459.
5. Clark, R. E. (1994). Media will never influence learning. Educational Technology Research and Development, 42(2), 21–29.
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