“It doesn't bother me that much”: The congruence effect of product types and ad appeals on the effectiveness of sponsored ads on Instagram
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Published:2024-12
Issue:
Volume:185
Page:114910
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ISSN:0148-2963
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Container-title:Journal of Business Research
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language:en
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Short-container-title:Journal of Business Research
Author:
Seo JinheeORCID,
Sung Yoon Hi,
Yoon Doyle