Consumer responses to covert advertising in social media
© 2017, © Emerald Publishing Limited. Purpose: The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context. Design/methodology/approach: The persuasion knowledge model was used to explore the i...
| Main Authors: | , , , |
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| Format: | Journal Article |
| Published: |
Emerald Group Publishing Limited
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/55199 |