Consumer responses to covert advertising in social media

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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...

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Bibliographic Details
Main Authors:	Göbel, F., Meyer, A., Ramaseshan, Balasubramani, Bartsch, S.
Format:	Journal Article
Published:	Emerald Group Publishing Limited 2017
Online Access:	http://hdl.handle.net/20.500.11937/55199

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