How and When Personalized Advertising Leads to Brand Attitude, Click, and WOM Intention
Author:
Affiliation:
1. University of Antwerp, Antwerp, Belgium
2. KU Leuven School for Mass Communication Research, Leuven, Belgium
3. Antwerp Management School, Antwerp, Belgium
4. Ghent University, Belgium, Ghent, Belgium
Publisher
Informa UK Limited
Subject
Marketing,Communication,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/00913367.2021.1888339
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4. Bleier, A., and M. Eisenbeiss. 2015. The importance of trust for personalized online advertising. Journal of Retailing 91 (3):390–409.
5. Consumer responses to promoted tweets sent by brands and political parties
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