How do consumers respond to influencer discount codes? Insights from covert advertising processing
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DOI: 10.1108/jrim-07-2024-0343
Abstract: Drawing on the covert advertising recognition and effects (CARE) model, this study aims to examine how influencer discount codes serve as content-driven cues that interact with sponsorship disclosures to influence advertising recognition and persuasive outcomes.… read more here.
Keywords: advertising recognition; covert advertising; discount codes; advertising ... See more keywords