Not all friends are created equal : the effect of friendship type on performance of shared native ads on social media
Year of publication: |
2024
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Authors: | He, Yuanqiong ; Qi, Zhou ; Canfield, Jessica ; Hong, Yuan |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 2013438-1. - Vol. 183.2024, Art.-No. 114824, p. 1-17
|
Subject: | Friendship | Native advertising | Role ambiguity | Signaling | Social media | Social Web | Social web | Soziale Beziehungen | Social relations | Online-Marketing | Internet marketing | Werbung | Advertising | Konsumentenverhalten | Consumer behaviour | Werbewirkung | Advertising effects |
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