How do username and avatar affect people's engagement with native advertising on social media : from the self-disclosure perspective
Yanwu Yang, Jun Zhang, Ting (Lisa) Gao
| Year of publication: |
2024
|
|---|---|
| Authors: | Yang, Yanwu ; Zhang, Jun ; Gao, Ting (Lisa) |
| Subject: | advertising engagement | authenticity of username and avatar | native advertising | self-disclosure | social media involvement | Social Web | Social web | Werbung | Advertising | Online-Marketing | Internet marketing | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1002/mar.21980 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014531221