Advertising creativity: Its influence on media response states towards the Hierarchy of effects

The study investigates the influence of Advertising Creativity (AC) on Ad effectiveness in the context of Interactive Digital Media (IDM). The inquiry seeks to bridge a somewhat limited regard for AC in the context of IDM and provide insight into AC's place in audience communication processes a...

Descripción completa

Detalles Bibliográficos
Autores principales: Paredes, Miguel Paolo L., Bautista, Reynaldo A., Dui, Rayan P.
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Elsevier 2023
Materias:
Research Article
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10477490/
https://www.ncbi.nlm.nih.gov/pubmed/37674855
http://dx.doi.org/10.1016/j.heliyon.2023.e19283

Internet

https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10477490/
https://www.ncbi.nlm.nih.gov/pubmed/37674855
http://dx.doi.org/10.1016/j.heliyon.2023.e19283

Ejemplares similares