You don’t fool me! Consumer perceptions of digital native advertising and banner advertising
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DOI: 10.1080/16522354.2019.1640517
Abstract: ABSTRACT This study investigates consumer perceptions of article-style native advertisements and banner advertisements, in terms of understanding the message intent, ad attitudes, and ad credibility. In addition, it examines the interrelationships of these constructs and… read more here.
Keywords: consumer perceptions; advertising; style native; article style ... See more keywords