The Effect of Ad Authenticity on Advertising Value and Consumer Engagement: A Case Study of COVID-19 Video Ads
Author:
Affiliation:
1. University of Kentucky, Lexington, Kentucky, USA
2. Loyola University Chicago, Chicago, Illinois, USA
3. BNU-HKBU United International College, Zhuhai, Guangdong Province, China
4. University of South Carolina, Columbia, South Carolina, USA
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/15252019.2022.2035282
Reference56 articles.
1. Ads of the World.com. 2020. “Collections: COVID-19 Ads.” https://www.adsoftheworld.com/collection/covid19_ads.
2. Redefining virality in less broad strokes: Predicting viral behavioral intentions from motivations and uses of Facebook and Twitter
3. Authenticity and transparency in the advertising industry
4. Transportation and Need for Affect in Narrative Persuasion: A Mediated Moderation Model
5. Does It Pay to Be Real? Understanding Authenticity in TV Advertising
Cited by 9 articles. 订阅此论文施引文献 订阅此论文施引文献，注册后可以免费订阅5篇论文的施引文献，订阅后可以查看论文全部施引文献
1. Increasing trust and value of mobile advertising in retailing: A survey design, machine learning approach, and blockchain in the trust path;Journal of Retailing and Consumer Services;2024-07
2. A Conceptual Framework for Consumer Engagement in Social Media Influencer Posts;Advances in Marketing, Customer Relationship Management, and E-Services;2024-05-17
3. How visual angle influences product recommendations in response to two-sided messages;Marketing Intelligence & Planning;2024-05-08
4. Influencer Voices: Exploring How Recommendations Drive Tourism Intent;2024 International Conference on Automation and Computation (AUTOCOM);2024-03-14
5. Behind the MIC: Exploring the Impact of Influencer Podcasts on Consumer Perception;2024 International Conference on Automation and Computation (AUTOCOM);2024-03-14
1.学者识别学者识别
2.学术分析学术分析
3.人才评估人才评估
"同舟云学术"是以全球学者为主线，采集、加工和组织学术论文而形成的新型学术文献查询和分析系统，可以对全球学者进行文献检索和人才价值评估。用户可以通过关注某些学科领域的顶尖人物而持续追踪该领域的学科进展和研究前沿。经过近期的数据扩容，当前同舟云学术共收录了国内外主流学术期刊6万余种，收集的期刊论文及会议论文总量共计约1.5亿篇，并以每天添加12000余篇中外论文的速度递增。我们也可以为用户提供个性化、定制化的学者数据。欢迎来电咨询！咨询电话：010-8811{复制后删除}0370
www.globalauthorid.com
TOP
Copyright © 2019-2024 北京同舟云网络信息技术有限公司 京公网安备11010802033243号 京ICP备18003416号-3