Native advertising in mobile applications: Thinking styles and congruency as moderators
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DOI: 10.1080/13527266.2018.1547918
Abstract: ABSTRACT This study tested the moderating roles of individual thinking styles and congruency between the promoted brand and the mobile application’s characteristics in the effects of native ads in mobile applications on consumer responses. The… read more here.
Keywords: congruency; thinking styles; styles congruency; native advertising ... See more keywords