Consumers' responses to native vs. banner advertising : moderation of persuasion knowledge on interaction effects of ad type and placement type
Seunghyun Kim, Seounmi Youn and Doyle Yoon
| Year of publication: |
2019
|
|---|---|
| Authors: | Kim, Seunghyun ; Youn, Seounmi ; Yoon, Doyle |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 2, p. 207-236
|
| Subject: | advertising placement | banner advertising | Media contextual effects | native advertising | persuasion knowledge | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Werbung | Advertising |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2018.1451208 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200228