Do comments matter? : effects of trolling environment, prior attitudes, and involvement on social media advertisements

Saima Kazmi, Toby Hopp, and Harsha Gangadharbatla

Year of publication:	2025
Authors:	Kazmi, Saima ; Hopp, Toby ; Gangadharbatla, Harsha
Published in:	Advances in Advertising Research XIII : Frontiers of Advertising: Re-considering Its Shapes and Forms. - Cham : Springer Nature Switzerland, ISBN 978-3-658-43936-1. - 2025, p. 51-66
Subject:	Social Web \| Social web \| Online-Marketing \| Internet marketing \| Werbewirkung \| Advertising effects \| Konsumentenverhalten \| Consumer behaviour \| Werbung \| Advertising

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