Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media
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DOI: 10.3390/ijerph18115954
Abstract: Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study… read more here.
Keywords: social media; positive negative; advertising; effectiveness driving ... See more keywords