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
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|---|---|
| Authors: | Yang, Yanwu ; Zhang, Jun ; Gao, Ting (Lisa) |
| Published in: |
Psychology & marketing. - New York, NY : Wiley Interscience, ISSN 1520-6793, ZDB-ID 2002068-5. - Vol. 41.2024, 6, p. 1289-1317
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| 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 |
| 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