Informing, implying or directing? Testing the effects of message sidedness, conclusiveness and their interaction in national and local Google Ads campaigns
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DOI: 10.1108/jrim-09-2019-0141
Abstract: PurposeThis study aims to apply and test the effectiveness of message sidedness and conclusiveness in Google Ads advertising.Design/methodology/approachFour field experiments on Google Ad campaigns were conducted on the topics of energy and environment, the water–energy–food… read more here.
Keywords: sidedness conclusiveness; google ads; advertisements effective;